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. ®

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