A logo for the new West Surrey Council has been created to ‘reflect the history and heritage’ of the area.

Following a Shadow Executive meeting yesterday, a logo depicting a swan with its wings held overhead has been selected as the ‘visual identity’ for the authority.

A statement from Woking Borough Council yesterday confirmed that the swan is a ‘heritage-inspired symbol’ that nods to the rivers, waterways, and wetlands that link West Surrey communities.

‘The swan is framed by a subtle heraldic inspired shield, drawing on the area's historic civic and heraldic traditions’, it explains.

The vision for the logo has been informed by the survey responses of more than 2,500 residents, staff, councillors, businesses and community organisations. Themes such as nature, wildlife, waterways, and countryside were highlighted as important to participants, as well as a ‘desire to reflect the history and heritage of West Surrey’.

According to the council, the use of navy blue and gold colours in the logo is evocative of the blue and yellow in the Surrey County flag but also aims to be ‘modern and accessible’.

The local authority has said that the new identity will be introduced gradually, meaning that existing signage on vehicles and other assets will be rebranded through planned renewal programmes to avoid materials being discarded prematurely.

It added that priority will be given to assets that must legally display the new council’s identity and those that are ‘key points of contact for residents’.

The council aims to reduce costs and unnecessary waste through this strategy, ensuring a smoother transition during the delivery of West Surrey Council.

Further decisions made in the Shadow Executive meeting included the agreement of an approach to establishing Community Safety Partnerships for West Surrey.

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Cllr Paul Follows, Leader of the West Surrey Shadow Authority, said: ‘The West Surrey Council logo captures a vibrant, proud identity, steeped in heritage and shaped by the people living and working in the area. It reflects the character, strengths and shared ambitions of our communities, while creating a clear and recognisable identity for the new council.’

Cllr Follows expressed his gratitude to those who participated in the survey, as well as to the council’s in-house designers who created the new brand.

He added: ‘The Shadow Authority voted in July to seek a change of name from Government to recognise the historic identity of South Middlesex. However, it has become clear that this cannot be achieved through the legislative route we requested. Following legal advice, we will therefore proceed as West Surrey Council as we prepare for Vesting Day. 

‘While this is disappointing news, the new council will proudly serve communities right across the area, including Spelthorne, and the heritage, history and identity of all our towns and villages will continue to be valued and celebrated. Our focus now is on creating a strong, financially sustainable council that delivers excellent services for residents from day one.’