The $60,000 logo: What it costs to change a website

Turnbull details million-dollar NBN branding spend to Senate hearing

Swapping logos on its Website cost nbnTM more than AU$60,000, it's emerged in a Senate Estimates hearing.

It's also possible that the cost of swapping brand from NBN Co to the new theme could exceed a million dollars, well above the $700,000 originally reported.

The higher cost came in answers given to Estimates by communications minister Malcolm Turnbull last week, replying to a question from Queensland senator Joe Ludwig.

Fairfax is reporting that the breakdown of the spend so far included $400,000 to agency BWM Dentsu, $210,000 on “research and testing”, and more than $66,000 to plug the new logo into the nbnTM Website.

Turnbull said the costs directly attributable to the branding exercise will be less than a million dollars, but there's also an ongoing ad spend, some of which will be promoting the new brand. The total advertising spend is put at $5 million for 2015.

nbnTM remains confident that the re-branding was worth the effort, saying that while there was nothing particularly wrong with the old NBN Co brand, respondents to its initial study ticked the 'I don't have enough information and I'm not hugely inspired' box.

General manager of brand and insights at nbnTM Kent Heffernan told Estimates “The new brand positioning is modern, inspiring and aspirational; it shows how the NBN network will help harness the full potential of everyone in Australia”.

Of course, that full potential will have to wait until service areas are cut over from a mix of Telstra and nbnTM services, since the requirement to limit power means the network can't guarantee anything more than a limping 12 Mbps while older ADSL2+ services share the same copper bundles. ®

Other stories you might like

  • It's primed and full of fuel, the James Webb Space Telescope is ready to be packed up prior to launch

    Fingers crossed the telescope will finally take to space on 22 December

    Engineers have finished pumping the James Webb Space Telescope with fuel, and are now preparing to carefully place the folded instrument inside the top of a rocket, expected to blast off later this month.

    “Propellant tanks were filled separately with 79.5 [liters] of dinitrogen tetroxide oxidiser and 159 [liters of] hydrazine,” the European Space Agency confirmed on Monday. “Oxidiser improves the burn efficiency of the hydrazine fuel.” The fuelling process took ten days and finished on 3 December.

    All eyes are on the JWST as it enters the last leg of its journey to space; astronomers have been waiting for this moment since development for the world’s largest space telescope began in 1996.

    Continue reading
  • China to upgrade mainstream RISC-V chips every six months

    Home-baked silicon is the way forward

    China is gut punching Moore's Law and the roughly one-year cadence for major chip releases adopted by the Intel, AMD, Nvidia and others.

    The government-backed Chinese Academy of Sciences, which is developing open-source RISC-V performance processor, says it will release major design upgrades every six months. CAS is hoping that the accelerated release of chip designs will build up momentum and support for its open-source project.

    RISC-V is based on an open-source instruction architecture, and is royalty free, meaning companies can adopt designs without paying licensing fees.

    Continue reading
  • The SEC is investigating whistleblower claims that Tesla was reckless as its solar panels go up in smoke

    Tens of thousands of homeowners and hundreds of businesses were at risk, lawsuit claims

    The Securities and Exchange Commission has launched an investigation into whether Tesla failed to tell investors and customers about the fire risks of its faulty solar panels.

    Whistleblower and ex-employee, Steven Henkes, accused the company of flouting safety issues in a complaint with the SEC in 2019. He filed a freedom of information request to regulators and asked to see records relating to the case in September, earlier this year. An SEC official declined to hand over documents, and confirmed its probe into the company is still in progress.

    “We have confirmed with Division of Enforcement staff that the investigation from which you seek records is still active and ongoing," a letter from the SEC said in a reply to Henkes’ request, according to Reuters. Active SEC complaints and investigations are typically confidential. “The SEC does not comment on the existence or nonexistence of a possible investigation,” a spokesperson from the regulatory agency told The Register.

    Continue reading

Biting the hand that feeds IT © 1998–2021