Mark Whitehead 17 September 2015

£86,000 for a new image: money well spent?

£86,000 for a new image: money well spent? image

We live in image-conscious times. But we also live in cost-conscious times: this is the rub with a plan by a north London council to spend almost £86,000 on a rebranding exercise.

Many will sympathise with Haringey’s leaders wanting to give its logo, signage and general appearance a once-over.

Especially as the borough is full of media types who might regard the price tag as pretty reasonable compared with what a commercial company might spend on a new image.

But Haringay, like other councils up and down the land, has had its budgets slashed and been forced to make big cuts including in its social services.

So it’s not surprising opposition leaders should describe the whole thing as ‘outrageous’.

The council’s case for a new look hasn’t been helped by the apparently secretive approach local critics accuse it of adopting.

There is a report outlining the project explains the rationale behind it, the costs and how the agency was selected. It’s all perfectly above board and makes a clear case for spending the money.

There have evidently been focus groups asking what people feel about the place where they live which has apparently fed into the new designs.

The problem is, the general population in the streets of Haringey knew nothing about any of it.

One local activist went to the trouble of submitting a Freedom of Information request to find out what rumours of a new logo, street signs and stationery were all about.

That was on 25 June. A reply finally on 6 August arrived saying £40,000 had been allocated to explore a change of identity but ‘no decision has been taken.’

Full information on the project could not be given, it explained, because under the terms of the Freedom of Information Act its release would be likely to inhibit ’free and frank exchange of views for the purposes of deliberation.’

So Haringey will shortly have a new logo, its staff will sport shiny pin badges and the refuse trucks will display rebranded signs.

Whether or not the money has been well spent is up for public discussion - which will no doubt commence now that people know what was decided, how much of their council tax went on it and what the new image will look like.

It’s party time image

It’s party time

Paul Marinko tries to help the sector navigate the web of policy commitments for local government on offer after 12 December.
Collaboration is the key to tackling homelessness image

Collaboration is the key to tackling homelessness

With the support of stakeholders, including forward-thinking local authorities, Beam’s innovative support model ‘swiftly removes every barrier faced by homeless people from entering the workforce’, says Seb Barker.
For your free daily news bulletin
Highways jobs

Chief Executive

South Kesteven District Council
Up to £127k
South Kesteven is a district with plenty going for it. Grantham, Lincolnshire
Recuriter: South Kesteven District Council

ASC Occupational Therapist - Early Intervention Team

Essex County Council
£30300 - £41425 per annum
We are looking to recruit 2 Occupational Therapists to work within Clacton or Colchester. Essex County Council (ECC) is one of the largest and most dy England, Essex, Clacton-On-Sea
Recuriter: Essex County Council

Youth Support Worker DofE

Essex County Council
£995 - £1049 per annum
Our Youth Support Workers work with young people completing their Duke of Edinburgh's Award, supporting them to complete all sections, including their expeditions. England, Essex, Colchester
Recuriter: Essex County Council

Duke of Edinburgh Team Leader

Essex County Council
£19260 - £21682 per annum
We are currently seeking a Youth Work Team Leader to supervise the development of the Duke of Edinburgh program and delivery of youth work projects, as well as work directly with young people in informal settings and maintain professional and purposeful r England, Essex, Colchester
Recuriter: Essex County Council

Head of Programme Management Office

Manchester City Council
£60,857 to £65,865
As the Head of PMO, you will define and maintain standards for project management within the Highways Service. Manchester, Greater Manchester
Recuriter: Manchester City Council

Local Government News

Latest issue - Local Goverrnemnt News

This issue of Local Government News explores how councils can tackle modern slavery and trafficking in their supply chains, finds out more about Cambridge's first cohousing scheme and the launch of a new project to build a shared service pattern library for local government.

This issue also contains a special focus on children's services and how councils are protecting children following local safeguarding children boards being abolished.

Register for your free magazine