Issue - meetings

The Communications & Marketing Manager presented the Redditch Borough Council Rebrand report for Members’ consideration. In doing so it was reported that the current logo had been in use since 2009 and it had been thought that it was an appropriate time to implement a refresh of the branding to demonstrate the direction of travel for the Council going forward and to create a fresh modern look.

In consultation with the Leader and the Deputy Leader, several ideas had been presented by Officers and were considered carefully before the final version was identified, as presented to Members at this meeting.

The Executive Committee was informed that the colour palette of the new logo was inspired by the Redditch Palette which had been shaped through a number of community workshops where the colours had been chosen. It was also noted that the colours were also reminiscent of the colours seen in the Kingfisher a notable symbol of the Town. In addition, the new logo contained an image of a needle and spring. This also reflected the heritage of Redditch.

The rebranding had been designed in-house by Officers, and it was planned that there would be a staggered roll out of the logo in order to save on the costs of a large-scale immediate roll out. This would result in letterheads, systems, and digital versions of the logo being updated very quickly. However, it was noted that the Council logo could also be found in a very large number places across the Town, such as on waste bins, work wear and livery on vehicles. These would be replaced when needed, therefore money would not need to be spent on a large scale, immediate roll out. However, this would result in an ongoing project that could take some time to implement fully.

The Communications & Marketing Manager explained that communications were planned in the local press and on social media to inform residents of the changes in order for them to be able to identify that a rebrand was being undertaken. Customer Services officers were also available in order to advise residents who contacted the Council with any concerns.

Following the presentation of the report Members expressed their sincere thanks to Officers for all of their hard work in preparing the modern and fresh rebranding so quickly and Members were excited to see the logo in the community. Members were particularly pleased with the wording also included in the new logo; ‘Working Together for our Communities’. This highlighted the importance of listening to communities and reflected inclusion and collaborative working for the future.

It was also noted that the costs had been very low by utilising the in-house design team skills and that this had also been a positive outcome of this work.

RESOLVED that

1)    The new logo for Redditch Borough Council be formally adopted; and

2)    The staggered roll-out and implementation of the branding programme be launched immediately.