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It’s all in a name - and a logo

by Ben Turner
23/ 7/2008

HILLS and Water, Wheatsheaf and Rising Sun.

They may sound like the names of Indian chiefs in the Wild West, but in fact these are the evocative names of the new Cheshire East council’s shortlisted logo designs.

One of them will be emblazoned around Wilmslow and the rest of the borough when the new authority takes up the reins on April 1 next year.

And while the new council-in-waiting Dances with Logos, you can play your part in deciding which one you prefer when opinion is canvassed in the coming weeks. The names may bear little relation to the emblems themselves, but it is the look that matters.

So imagine each on your own wheelie bin, a bus shelter or work van - though it is yet to be decided where exactly the logos will appear or how much the massive rebranding will cost.

The designs themselves were in-house so have been at no cost to the tax-payer.

Councillor David Brown, the Cabinet Member Designate for Performance and Capacity, said: "Any new logo must be distinctive, recognisable, and needs to effectively communicate the values of the new authority to its audiences.

"So, we want to invite comments and suggestions for improvements from the public, our staff, voluntary organisations and statutory bodies."

Wilmslow Councillor and leader of Cheshire East shadow council, Wesley Fitzgerald, said: "I look forward to hearing people's views before we select and unveil a brand identity to represent a new flagship, credible organisation in the public's eyes."

Public meetings are being held across the region this week and a questionnaire is available at www.cheshireeast.gov.uk until August 22.

The shortlisted logos

Hills and Water is described as "fresh, suggesting springtime or renewal."
The hills are seen as a significant feature of the area, criss-crossed by important rivers and canals.

Wheatsheaf uses the "traditional Cheshire wheatsheaf of many heraldic crests."
The many strands represent the different communities being brought together.

The Rising Sun shows the sun rising in the east, which "represents a new beginning or dawn of a new day."
The four blocks of the icon could be seen as the four councils coming together as a unitary authority.