Haringey Council rebrand ridiculed as childish

Haringey Council has been criticised after unveiling an £86,000 rebrand of its identity which was described as having been "made by a child".

Haringey's new logo: £86,000 well spent?
Haringey's new logo: £86,000 well spent?

Haringey said its new brand identity, unveiled on Monday, aimed to capture the spirit of borough as a place that "oozes passion, creativity, authenticity and charm".

The council has also launched a campaign called ‘I’m in’ to engage the community to 'stand up for Haringey' and say why they love north London borough.

A council report revealed that £40,000 was paid to an agency that gave advice on brand strategy and visual identity, while a further £20,000 was spent on a film intended to attract people to the borough, with the remainder spent on implementing the rebrand.

But the new logo was ridiculed after being leaked to the media ahead of its launch.

One resident told a newspaper: "The logo looks like it was made by a child with a marker pen." Another said: "It looks like a sign for Nandos."

Haringey’s local newspaper has run a poll in which, at the time of publication, 56 per cent of respondents said it looked like a child had created it while 33 per cent said they loved it and 9 per cent said it was not that bad.

The council’s #IminHaringey hashtag also provided avenues for criticism. One wrote:

Labour councillor Joe Goldberg, who is leading the rebranding exercise, told PRWeek: "Any re-brand as progressive as Haringey's is going to cause a stir. For local government to swim in such shark infested waters was not a decision we took lightly. We did it because we wanted to signal change - and that signal has clearly been noticed and heard. Secondly with London's largest regeneration programme since the Olympics underway, we are making clear we are not an identikit London Borough - we are going to step up and stand out. The rebrand has provoked debate. We expected no less. As we said Haringey is more than just a place - it is an attitude. That's why we welcome the challenge."

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