More than $1.2 million will be spent on rolling out a new logo and slogan for Wangaratta Council.
Although details of council meetings are usually revealed in the agenda days before the meeting, the council has chosen to keep details of its big rebrand confidential until Tuesday night.
The cost has already been approved and included in the 2019-20 budget.
This includes $139,500 to develop the branding strategy itself, $300,000 to replace signage in the municipality, $500,000 for the council's own corporate and tourism advertising, $300,000 on external advertising and billboards, and $295,000 to update rural township signage.
"The objective is to develop an iconic, recognisable brand that delivers increased investment, tourism and growth for the municipality," the report from the council's creative marketing specialist stated.
"Branding is more than just a name and logo.
"A brand can express value and combines design, tone of voice, culture and feel with the goal of engaging, attracting and retaining visitors, residents, investors and customers."
Branding is more than just a name and logo.Wangaratta Council
"We need to change and we need to improve and make ourselves different, unique," he said.
The report for councillors stated the rebrand would position Wangaratta as a "modern rural city", reflect a vision for the future, promote its unique qualities and instill pride.
If approved, the new logo and slogan will be rolled out from July.
The council meeting will be held at the South Wangaratta CFA shed on Tuesday from 6pm.
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