“The Bureau of Meterology,the BOM – Australians will make up their own minds about what they call it,” Plibersek said.
“What matters is accurate and timely weather information for communities,particularly during severe weather like we’re experiencing right now. That’s where my focus is. People are hurting,lives are at risk. It’s ridiculous for the BOM to be talking about rebranding.”
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The total cost of the refresh includes $118,177 paid to Era-Co for brand strategy and design,$69,300 to The C Word for communication and implementation planning support,and $32,819 in implementation costs including updating materials.
In a statement put out on Tuesday,the bureau said that the ever-increasing number of severe weather events was one of the triggers to have their name more recognisable and understood by the Australian public.
“Until now,our name and visual identity were expressed differently across content and channels. Feedback from a wide range of customers,partners,stakeholders and staff has been that this variability can sometimes impact negatively on the effectiveness of our messaging,” the statement read.