A "W" formed with lines signifying the meeting of two rivers will be the new way Wangaratta is marketed to potential new residents and tourists.
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The new logo has been unveiled after Wangaratta councillors on Tuesday night supported an update of the city's brand strategy.
Strengths of the Rural City of Wangaratta will be promoted to Melbourne and other areas with various taglines such as "the rural city of day trips".
Many people at the meeting were unhappy with the change, some armed with a banner stating "what a night-mayor".
Councillors were going to approve the rebrand last night, but after the initial backlash, they voted to have a 28-day consultation period before making a final decision in July.
Many of the comments at the meeting were negative, with people worried about the $1.2 million price tag and benefit for people already living in the city.
Wangaratta resident Adrian O'Callaghan called the decision to rebrand and replace signage "absolute garbage".
"To replace a new logo just seems absolutely crazy," he said.
"It's an absolute extravagant, extreme waste of money ... just maintain the old ones."
But mayor Dean Rees said the change was necessary to help attract people to the city and grow the population.
"You're all getting the wrong point, it's not just about changing the logo, it's the rebranding of Wangaratta outside," he said.
"Do you want people looking back in 30 years or 50 years time to say 'don't do what Wangaratta did', which was nothing?"
Chief executive Brendan McGrath said market testing outside of Wangaratta showed there was an almost unanimous lack of knowledge of what makes the city unique.
"Part of the campaign is about letting others know about the beauty and the uniqueness of the region
"Part of it is to build on the pride that we're hearing in this room tonight.
"You're all clearly passionate about this place and its history."
Details proposed rebrand will be online and put on display at the Wangaratta Council Chambers.
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