Environment Waikato has been axed as the official "brand name" of the Waikato Regional Council without formal public consultation and in a process kept outside the council's annual plan exercise.

Councillors were split over the decision, with some questioning the sense of changing the name built up at large cost over years while one likened the council's new moniker, `WRC' to a toilet block.

Councillors late last week voted 7-4 to ditch the 20-year-old Environment Waikato and revert to the legal name of Waikato Regional Council in all future usage.

Full impacts of the change, including the total cost and timeframe, are still unclear.

But even with the expected incremental roll-out over two years the change will mean eventually rebranding vehicles, buildings, stationery, uniforms, and changing telephone directory entries, logos, publication names, and website and advertising templates.

However, staff say they have been deferring things such as sign maintenance and stationery orders for months in expectation of the possibility of such a move.

Those voting for the name change, new logo and "refreshed brand story" were councillors Russ Rimmington, Tony Armstrong, Simon Friar, Norm Barker, Phillip Legg, Theresa Stark and chairman Peter Buckley. Opposed were Paula Southgate, Lois Livingston, Laurie Burdett and Stu Kneebone.

Those in favour of the change argued it would help shift perceptions that the organisation was focused only on the environment and enable the council to more easily communicate its economic, social and cultural well-being mandates.

Those wanting to keep the status quo saw it as a senseless axing of a name that had been built up at considerable cost, had high public awareness, and worked just fine.

Ms Livingston said most regional councils had adopted similar brand names, and EW had built community respect.

"Besides, WRC sounds like a toilet block."

Either way, the move cut starkly across the council's longstanding policy of promising to consult whenever a new or significant issue arose in the region or when community input into decision making was fundamental to making robust and transparent decisions.

Staff touted a cost of $162,000 if everything was done at once – which it won't be under the council's planned "slow fade" approach.

But that figure excluded costs such as building and bus signage, staff time, and any publicity required to support the change.

Mr Rimmington said the Environment Waikato name was too narrow, given the wide ranging flagship goals of the council and did not take account of regional responsibilities such as civil defence.

Mr Barker said transport was the biggest single item of expenditure on council. "And it has nothing to do with the environment."

He said it was an opportune time to make a change, with the council having also adopted a new strategy based on a greater involvement in regional leadership.

Mr Friar said it was not a case of playing down environmental concerns at the expense of economic concerns. "It's just looking for a bit more balance."

Ms Southgate led the charge to retain the existing name, saying "environment is not a dirty word. We are measured by what we do, not what we call ourselves."

And she challenged those wanting change to have the courage to do it in one hit rather than drag it out over years.

"If you do it, do it properly. A brand change should come in with a lot of energy and positivity."

iSay: What do you think of EW's name change? Comment below or e-mail the newsroom on isay@waikatotimes.co.nz

