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BoM backflips on name change after criticism of $220k rebrand

After backlash over the massive cost of the Bureau of Meteorology's $220,000 rebrand and name change, the agency now says people can refer to the body "in any way they wish".

Earlier in the week, the agency formally requested media no longer use the acronym the "BoM", instead asking that outlets change their style guides to "support" the bureau by "referencing them by their full name".

It was then revealed the full cost of the rebranding exercise – commissioned under the former federal Liberal government – was in excess of $220,000.

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But speaking to 2GB, a spokesperson for the bureau now says "the Bureau has not rebranded", instead citing a "brand refresh".

"Using our full name reflects the correct title of the agency," the spokesperson said.

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"As part of the Bureau's brand refresh, the Bureau sought support from media outlets to refer to us as the Bureau of Meteorology as it underscores our position as the national authority for reliable, accurate and trusted weather, water, climate and oceans information.

"The community is welcome to refer to the Bureau in any way they wish, including referring to us as the 'BoM'.

"It is up to individual media outlets to determine their style guidelines."

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Asked why a rebrand was necessary, especially during a time of flood emergency, the spokesperson insisted that hadn't actually happened.

"The Bureau has not rebranded," the spokesperson said.

"With an ever-increasing number of severe weather events, it is more crucial than ever that the Bureau of Meteorology's data, information, knowledge and insights are received, understood and acted upon by members of the Australian community."

Figures from Environment Minister Tanya Plibersek's office state the total cost of the "brand refresh" was $220,296.

Of that, $118, 177 was spent on brand strategy and design, $69,300 went towards communication and planning support, and the remaining $32,819 was allocated to implementation costs.

Plibersek was critical of the bureau's rebrand, saying the "focus of the BoM should be on weather, not branding".