We Picked it First
Following on from our article last week about the value of recycling brand identity elements comes this transatlantic/pacific love match. The story goes that the CFO of the City of Lubbock in Texas spotted the brand identity of the Shire of Toodyay in Western Australia. The CFO of the City of Lubbock like the brand-mark so much he wrote to the folks at the Shire of Toodyay and asked whether they’d be happy to let them use it as well. The people of Toodyay – who are renowned for their hospitality, generosity and just being bloody good sports – said yes, and the rest is brand identity history.

A quick tweak of the Toodyay brand mark to reflect the ‘windmill heritage’ of the city of Lubbock, and we have the first recorded brand identity share scheme in history. At this rate we’ll have climate change, the ozone layer and possibly the GFC sorted by Christmas. It leaves me wondering what the original designer of the Shire of Toodyay brand identity is thinking about it all. I’d hope there’s some big ol’ Texas love heading his way.

Dave Ansett, Brandamentalist
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