Clean Advertising NZ Ltd, owned and operated by a Dunedin family, has in the past week stencilled the Brand Dunedin logo on about eight concrete locations around the city.
The Dunedin International Airport tarmac has been branded, as have walls visible from major transport routes in and out of Dunedin.
Jo-Anne Cook, a director of Clean Advertising NZ, said the company wanted to promote Dunedin and its "cool" reputation.
"We just thought it was a great fit while encouraging people to come to Dunedin. The timing is also good with cruise ships starting to come in," she said.
"It's viewed internationally as something really cool and about 90% of the feedback has been great. You get the odd person who says it looks like graffiti and we expect that, but most people love it."
The company had metal stencils made by a Dunedin manufacturing business.
Stencils were placed on an asphalt or concrete surface and a waterblaster used to "clean" within the cut out area. The resulting image took advantage of the contrast between clean and dirty concrete.
Tourism Dunedin chief executive Hamish Saxton said the logo was an effective promotional tool for Dunedin businesses and products.
"We would like to see Dunedin-based businesses help promote Dunedin by adopting the Dunedin branding and logo. It's a whole-of-city approach," he said.
