Residents fume as Southampton council spends £80k on rebrand

The council say that the five-figure sum spent from their revenue budget would create a ‘modern, dynamic brand’ to attract ‘inward investment’ into the local economy.

But those living in the city have been frustrated by the decision to use money on graphics, saying that there are much bigger problems for the local authority to tackle.

READ MORE: Southampton City Council spend £80k on new logo and rebrand

Commenting on Facebook, Amanda Jane Strand said: “Meanwhile there’s even more homeless people than ever needing help in Southampton.

“But never mind at least they will get a proper welcome to the town and their shop doorway.”

Tim Cunningham questioned whether this was the same council "who claim not to be able to afford to burn the lights all night".

Mike Bolton simply called the initiative "ridiculous" while Jackie Parker said the money could have been used to repairs some of the council houses "laying empty" ahead of maintenance work.

Lucas Maximus said: “How gullible does someone have to be to believe new signs will unlock billions for the city, did the sign salesman pitch that idea?”

An example of the old Welcome to Southampton signs. (Image: Google Maps) Daily Echo commenter Paul Nolan said: “We are a proud city of history and heritage. The capital of cruising in the country.

“And we get a bland S which could represent any of hundreds of towns and Cities that begin with the letter S.”

READ MORE: Southampton named UK's best cruise port in 2024 awards

Arthur Boutfaith did go against the grain and said that he liked the new signs.

Councillor Lorna Fielker said that the rebrand could attract investors and "unlock billions into the 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.”