A NEW logo earmarked for the Rural City of Wangaratta bears a marked resemblance to an image being used to promote another part of the North East.
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The three-lined curves of the stylised big W in the Wangaratta emblem are reflected in the design of a logo to promote the Upper Murray.
The emblem, launched last October, features rounded lines to symbolise the mountains and river of the area extending from Bellbridge to Khancoban.
Wangaratta's new logo is drawn to show the city's Ovens and King rivers merging to create a large W.
Inner city Melbourne company SDWM created Wangaratta's design, while the Upper Murray image is the work of Albury firm Kindred.
Upper Murray Incorporated chairwoman Jo Mackinnon said the similarity had been pointed out, following Wangaratta Council unveiling its new logo on Tuesday night.
Mrs Mackinnon said her organisation would lodge a formal response with Wangaratta Council.
"As a board we've decided we're not going to comment, we're going to put a submission into the review," Mrs Mackinnon said.
"We will have a good look at it."
On its website Kindred says it did "extensive" work with community members to produce "a new visual identity, giving the Upper Murray the tools to build awareness and drive visitation to this unique part of Australia".
Wangaratta Council is hoping its logo will also lure tourists, with SDWM declaring the new brand had a goal to "facilitate the promotion of Wangaratta's many unique offerings".
Both logos have been created with the aim of being adopted for multiple uses beyond tourism.
Wangaratta Council will stage three feedback sessions at its chambers.
The first one will be next Wednesday from midday to 1pm, with others on June 3 (6pm to 7pm) and June 12 (7.30am -8:30am).
Another stated the W looked like the typeface used on promotions for the Historic Winton racecar meeting.