The Spit Master Plan: Gold Coast Waterways Authority floats designs for branding as part of community consultation

A Gold Coast icon is under fire, with locals calling changes “hideous” and asking “what were they thinking?” VOTE IN OUR POLL

The Spit master plan process – a new aerial shot of Federation Walk.

NEW designs for branding of The Spit have been revealed to the public but are getting slammed as “hideous” and “the ultimate signage insult” in savage feedback on social media.

While 78 per cent of more than 300 readers who voted said they didn’t like the design, Les R went even further, commenting: “Worst design since the council approved that stupid Gold Coast sign at Yatala. Start again.”

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Gold Coasters can decide for themselves whether the branding is up to scratch and have their say as part of public consultation.

Gold Coast Waterways Authority (GCWA) has taken its Facebook page and website to unveil two “placemaking and identity concepts” as part of The Spit Master Plan.

The most popular design is set be slapped on signs, social media “and even street furniture”.

“We’ve been working with Burleigh Heads based design agency, Relative Creative, to develop two placemaking and identity concepts for The Spit,” GCWA said.

The first Spit branding concept for The Spit Master Plan. Picture: Gold Coast Waterways Authority

“Building on the standards established through The Spit Public Realm Guidelines, the final placemaking identity will be threaded through the precincts as projects roll out, giving The Spit its own unique brand.”

GCWA, which acts on behalf of the State Government, has asked the community “to tell us what you like about each of them”, seemingly not expecting the scathing reaction.

It included Daniel Rosengreen who said: “I don’t know what all that scribble is supposed to be” and he asked GCWA to “keep it simple”.

Social media branding concepts for The Spit Master Plan. Picture: Gold Coast Waterways Authority

Nigel Longster said “neither of these hideous designs are acceptable”.

“Really, what are they thinking?” he said.

Frederick Gobby pulled no punches: “Definitely looks like someone coughed a lung up and spat it out.”

Dave Mac expressed disbelief: “Wow. All that time on your hands and that’s the best design, really?

GCWA said: “We love both concepts so we’re turning it over to you, the Gold Coast community, to tell us what you like about each of them.”

The second Spit branding concept. Picture: Gold Coast Waterways Authority

“From there, we’ll incorporate your feedback into the final concept so The Spit has an identity we can all be proud of.”

GCWA said the branding was developed after consultation with representatives from the Danggan Balun Five Rivers People, the registered native title claimant party, and The Spit Placemaking Working Group.

“The team worked up the concepts by studying the master plan and background studies, global and local placemaking and identity cases, by mapping significant environment and ecology species, identifying key built forms and histories and by synthesising key patterns and trends,” GCWA said.

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“Both concepts feature expressive, stylised maps of The Spit in their linework, suggestive of the changing landforms of The Spit over time.

“The oyster has emerged as a key element, reflective of its significant role in indigenous histories evidenced in shell middens and in contemporary indigenous and European histories evidenced through the Spit’s oyster farming and trade from the late 1800s to mid 1900s.”

The branding concepts pictured in artist impressions. Picture: Gold Coast Waterways Authority

Cherie Dillon described the proposed designs as “the ultimate signage insult” and Sheelagh Storey suggested GCWA should simply “go back to the drawing board”.

But Beca Blackwood spoke out in support of the branding.

“I’m sorry you’ve had such a negative response on here!” she said.

“I love Concept #1 and enjoyed looking through the information provided. Your artwork brings The Spit to life for me and I can see so much within the design. I really like the oyster theme throughout and the physical signage to be at The Spit looks great! Good work guys!”

A two-week consultation period is due to close 11.59pm on September 4.

In response to the criticism, GCWA CEO Hal Morris said the organisation was encouraging the community to provide feedback on the designs during consultation.

“The final designs will be used to guide the implementation of The Spit Master Plan. In working with the community to develop The Spit Master Plan we’ve consistently taken their views into account when developing designs and concepts and will do the same with the place making concepts,” he said.

GCWA was asked how long it took and how much it cost to create the designs, but those questions were not answered.