TRAFFORD Council has defended forking out a four-figure sum to revamp its image.

The local authority paid £3,750 to Unique Creative Communications (UCC) for rebranding work, which included reviewing the logo and the use of the coat of arms.

Trafford-based UCC pointed out the new look will be applied to a full range of materials ranging from stationery, print items, publicity materials, vehicle livery, council uniforms and signage.

Defending the rebrand', Councillor Michael Whetton said: "This was a cost effective move and there is no money being thrown away.

"This is not a corporate makeover - the new designs are being introduced only as new stock is required to avoid waste. For example, we will not repaint old vehicles but any new vehicles will receive the new treatment.

"It is 18 years since we have changed the logo and, in that time, a great many variations have come about as so many different people used it. Refreshing the logo is all about standardization.

"Some of the cost lies in the production of a manual of guidelines for the usage of the logo.

"The new logo forms part of maintaining the council's fresh corporate image and represents the council's commitment to continual improvement and modernisation."

UCC's account director, John Kane, said: "We are always pleased to work on corporate identity projects. The resulting design will often be utilised for years to come, and whether it is a new identity or a revision, it does much to bring an organisation's employees together. For us, it is rewarding to see it all around you and to be able to say we helped make it happen."

cgriffin@messengergrp.co.uk