Mark Whitehead 17 September 2015

Row erupts over council's £86,000 new image

A fierce row has broken out over a north London council spending £86,000 on a rebranding exercise.

The deal to be signed off by Haringey Council cabinet members tomorrow and launched on Monday includes a new logo, a promotional video and pin badges for staff.

A council report says £40,000 will go on paying for an agency to give advice on ‘brand strategy and visual identity’.

It itemises £20,000 to be spent on a film promoting recruitment to the borough, £8,000 on new panels for refuse vehicles, £7,566 on staff identity cards and nearly £2,500 on pin badges.

Opposition councillors have slammed the spending because they say the council is already making cuts to services for vulnerable people and closing children’s centres.

Cllr Gail Engert, Lib Dem leader of the opposition, told a local newspaper: ‘Residents will rightly be outraged that local taxpayers’ money has been spent on this expensive and unnecessary rebranding.

‘How can Labour justify spending £40,000 on a brand agency and £20,000 on a video when they are slashing services for the most vulnerable people in the borough?

‘That £86,000 would have been far better spent on children centres or day centres.’

However, cabinet member Cllr Joe Goldberg said: ‘Haringey is more than a place, it’s about its people and their pride, creativity and passion – and we need an identity that reflects the attitudes of our residents and businesses, which make us a unique corner of London.

‘The new brand identity is there to tell Haringey’s true story, and foremost to tell the stories of the people who live and work here.

‘This is not about the council, it is about being loud and proud about what brings people together – their achievements, their ideas and their contribution to moving us forward.’

Analysis: is the money well spent?

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