THE widely-criticised logo for Cornwall's new

“super-council” will cost taxpayers almost £500,000.

The flame-like emblem for the county's impending unitary

authority met with considerable opposition when it was unveiled

last month.

Critics – some of whom compared it to the hairstyles of

singer Amy Winehouse and US boxing promoter Don King –

lambasted the new council for ditching the historic crest

featuring a fisherman, miner and a chough.

Detailed costings for the new “corporate identity” – around

£476,000 – will this week be put to the committee in charge of

merging the county council and six district councils.

One of those committee members, Councillor Graeme Hicks,

said the cost was “outrageous”.

“Nearly £500,000 is being spent on a logo which has very

little support from the Cornish public,” said the leader of

Kerrier District Council. “It is an outrageous waste of

money.

“Now we are beginning to see just how much this new

authority is going to cost. Huge amounts of public money are

being spent and we have yet to see any savings.”

The black and gold logo has been designed for the new

Cornwall Council which will come into force next April.

The reorganisation is supposed to deliver annual savings of

£17.2 million.

The design was chosen from more than 30 entries and,

according to the new authority, is intended to represent a

“dynamic new corporate identity”.

It was designed in-house after councillors rejected

proposals for a “logo and branding” exercise which could have

cost taxpayers more than £50,000.

The initial priorities, according to a report for next

week's Implementation Executive meeting, are replacing signs on

buildings, new stationery and uniforms.

The 170 signs on main council sites are expected to cost

between £8,500 and £34,000. Uniforms for 200 customer service

staff are costed at £30,000 while the bill for kitting-out

leisure centre workers could reach £51,000.

Less urgent is the need to change the livery of rubbish

lorries (£18,000), logos on all council vehicles (£183,000) and

20,000 ID badges for staff (£120,000).

Another member of the committee, Coun Mike Clayton, said:

“This is yet another example where councillors were expected to

make a decision without seeing the financial implications

first.

“Now we are suddenly looking at a report which says it is

going to cost half a million pounds.”

Members of the public have been less than enthusiastic about

the design. Comments have included “rubbish”, “dreadful” and

“awful”.

The Grand Bard of the Cornish Gorsedd also joined the

opposition. In a letter to council leader David Whalley,

Vanessa Beeman urged the executive to reconsider its

decision.

“Gorseth Kernow feels that any marque for the new council

should embody a very strong sense of the civic and

constitutional identity of Cornwall, as well as an evocation of

culture and heritage,” she wrote.

“It should be able to evoke pride and recognition among

Cornish folk in Cornwall and among lovers, customers,

colleagues, ex-pats and descendants around the world.”

The council described the logo as “inspiring and dynamic,

bringing a contemporary modern feel to the best of Cornish

tradition”.

It said the “interweaving lines of gold and black bring to

mind the Cornish tartan” adding: “The positive, dynamic lines

of the design represent growth and movement.”

It also said that the traditional crest would be retained

for ceremonial purposes.

A spokesman said: “There is always a cost for uniforms and

signage. This will be greater in the first year than in future

years because we are changing to Cornwall Council.

“However, some of these costs would have been incurred

anyway, as products need replacing.

“The Implementation Executive is being asked to consider how

best to implement the new identity in order to ensure the new

council is properly branded.

“The people of Cornwall need to recognise it is a new

unified council, and be aware of the services it delivers.”

The report will be considered by the Implementation

Executive at its meeting on Thursday.

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