A pohutukawa designed by a retired commercial artist has been chosen as the logo for the Auckland super city after winning a competition.
While praised by judges as being elegant and compact, the logo has also received criticism for being generic and not representing Auckland.
Jim Dean, of Manukau City, has won a $10,000 prize for his stylised pohutukawa design after beating more than 1500 entries.
Art consultant Hamish Keith said the design was not a stereotype, evoked the region's geography and was an image all Aucklanders would relate to.
It was also flexible and could be adapted to a variety of uses, including vehicle doors, letterheads and signs.
Mr Dean and professional designers will now develop the logo into artwork the council could use.
The design was inspired by Auckland's coastal environment, while the stamens on the flower represented the unification of Auckland's seven cities and districts.
Newmarket Business Association head Cameron Brewer said the logo was "stunning", but said nothing specifically about Auckland.
"It looks modern and municipal, but it doesn't convey anything that makes Auckland unique," Mr Brewer said.
"The beautiful imagery could be used by almost any town or city in New Zealand."
