Name of new unitary council to be discussed

Shropshire’s new unitary council could be called Shropshire Council if councillors agree with a recommendation being presented to the first Implementation Executive meeting.

The Implementation Executive (IE), made up of 29 councillors drawn from the county, borough and district councils, meets for the first time as a decision-making body on Friday 29 February. One of the reports being considered will discuss the new name and logo for the unitary council.

The report recommends that the unitary council should be called Shropshire Council, and the IE will be asked to commission four or five options for a design for a logo. These designs will be produced in-house by Shropshire County Council’s design team, with a priority on cost effectiveness.

The report outlines the importance of establishing a new name and corporate identity for the unitary council for a variety of reasons. Firstly, that residents need to recognise what their council does, and so understand what Council Tax pays for. Secondly, that giving the council a strong visual identity helps people to understand what services are offered. The report also adds that staff have made it clear they want to know what the new council will be called, so they know how to refer to it.

Several suggestions for a name have already been made in the public domain, including Shropshire Heartlands Council, Shrewsbury Town and Rural Council and Shropshire County Borough Council. The report considers a list of alternative names but recommends Shropshire Council as the most appropriate.

Member Champions for Communications, Councillors Miles Kenny and Dewi Davies, said: “Agreeing a name and logo for the unitary council is an important step forward in establishing the identity of the new council. Important work is also going forward on establishing the vision and values of the new council. Staff and councillors in all six councils are contributing to this work on vision and values, and there will be widespread consultation on the drafts which result.”

The new council will start on 1 April 2009.

25 February 2008