Letter: South Middlesex Campaigners Should Allow Shadow Council To Get On

Published on: 12 Nov, 2026
Updated on: 12 Nov, 2026

From John Ferns

In response to: New West Surrey Council Logo Unveiled – Designed ‘In-house’

The unveiling of the new West Surrey Council logo is the latest instalment in what has become a rather tiresome debate about identity. No doubt there will be further bleating from the South Middlesex faction, but frankly, I think we have achieved a perfectly sensible solution.

The design is clean, uncomplicated and immediately recognisable. Its simple lines make for an effective civic identity, without the need for elaborate symbolism or expensive creative consultancy.

There is also a perfectly reasonable geographical connection. The swan is as much at home on the River Wey as it is on the Thames. It provides a natural link between the communities the new authority is intended to serve. It need not be burdened with competing historical claims or become another battleground over identity.

Perhaps most importantly, the design has been produced in-house, avoiding the sort of eye-watering fees an outsourced design studio might happily charge. The reported £300,000 rebranding budget is already a considerable sum, particularly when the new authority is inheriting such a substantial debt.

Indeed, given the financial inheritance facing the new council, one might reasonably expect a little more restraint and rather less preoccupation with satisfying every sectional interest.

We have a clean, distinctive and geographically appropriate logo, designed in-house. I rather think that is something to welcome rather than find fault with. Perhaps the South Middlesex campaigners might now allow the new council to get on with the rather more important business of delivering services and managing its finances.