Council unveils new logo as part of £3,500 work on new ‘identity’

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Adur and Worthing residents who received their annual council tax bills last week have been given a sneak peek at the councils’ new £3,500 ‘identity’.

The councils spent the four-figure sum with a Worthing-based graphic designer to create the new logo, above, which will be gradually introduced in replacement of the current logo, below.

A £4.5million sum is being spent on the councils’ new fleet of waste management vehicles, which a spokesman said was a ‘once-in-a-decade’ opportunity to reassess the authorities’ identities.

The spokesman said: “Working with the leaders of both councils, we have evolved our identity to be cleaner, more modern and far more flexible than any of the former identities ever were.

“This allows us to use the best possible design approach at all times, supporting great visuals rather than making them bend to an inflexible logo. The evolved identities will also be more cost effective – black and white printing is cheaper than full colour which the old logo demanded.”

The spokesman said the new identities were about more than the new logo, with officers looking at how best to use photographs and language.

The new logo will be introduced on items like staff clothing and signs when they are due for replacement.

He said: “There’s a lot more to this than just the logo – which is of course the tip of the iceberg having gone through a large amount of research and development to create the clean, modern piece you see before you today.

“Not only are we creating new identities for three organisations but we’ve also created different variants of the logo for different applications.

“We’ve also created versions in other orientations so that we get it right first time and don’t have to keep going back to the designer with individual requests for slightly different versions.

“We have also mapped of our colour palette and how elements of the logo can start to become part of our design language. We’re at a really early stage of implementing all of this, so you will start to see the further fruits of the investment in the near future.”

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