New welcome signs have been put in place as part of a £80k effort to create a ‘modern, dynamic brand’ for Southampton that the council leader says could unlock 'billions' for the economy.
The rebrand, commissioned by Southampton City Council, advertises Southampton as the 'city of opportunity' in hopes of attracting visitors and inward investment.
But the five-figure redesign has been branded a 'disgusting waste of money' by the Conservative opposition, who are unsure why money is being spent on this instead of protecting services.
The new ‘S’ logo is already present on signs and in council members’ email signatures but will not replace the council’s Bargate inspired letterhead.
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Some £80,000 of the council’s revenue budget has been spent on the rebrand.
Councillor Lorna Fielker, leader of Southampton City Council. (Image: Newsquest) Councillor Lorna Fielker called the initiative ‘excellent value for money’ and believes the refresh could attract billions into the city’s local economy.
The leader of the council said: “The council and our partners are delivering ambitious plans for future growth and prosperity in the city.
“A key part of these plans is to attract visitors and inward investment which will create jobs and grow our local economy.
“We have secured excellent value for money from this project, and contributing £80k of the council’s revenue budget towards creating a modern, dynamic brand is a relatively small investment that will support our work to attract and unlock £billions into the local economy, and raise our profile nationally and internationally.”
An example of the old Welcome to Southampton sign. (Image: Google Maps) Conservative councillor Jeremy Moulton called the campaign a ‘disgusting waste of money’ for a council ‘almost bankrupt in February.’
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The council was allowed by government to access Exceptional Financial Support to the tune of £121.6m in February after it could not meet a £39m budget shortfall for 2024/25.
Cllr Moulton said: “To waste money on a pointless rebrand I think is very, very wrong.
“I don’t think the logo is particularly good, I think it’s generic, doesn’t show off the city, meaningless and it’s £80k down the drain.
“Investors will invest in Southampton if it’s showing it’s a good place to spend money and get good returns, if the city’s economy is growing, if it’s got good infrastructure, good sources of employment. They won’t invest because of a logo.”
The TaxPayers' Alliance 'stand up for taxpayers' and the organisation said that 'town hall bosses' need to get 'priorities straight'
Benjamin Elks, grassroots development manager at the TaxPayers' Alliance said: "Local taxpayers will be furious to see precious resources wasted on a pointless rebrand.
"Considering that the council almost went bankrupt earlier this year, Southampton locals deserve more than they're getting."
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