Council criticised for £86,000 rebranding

Haringey Council has been criticised by opposition councillors for spending £86,000 on a rebranding exercise.

As a part of the rebranding, £40,000 is expected to pay for an agency offering advice on ‘brand strategy and visual identity’. Additionally, £20,000 is set to be spent on a promotional film aimed at improving recruitment, £8,000 on new panels for refuse vehicles, £7,566 on staff identity cards and nearly £2,500 on pin badges.

The plans have been criticised by opposition councillors, who believe the money could be put to better use in other areas.

Gail Engert, Lib Dem leader of the opposition, said: “Residents will rightly be outraged that local taxpayers’ money has been spent on this expensive and unnecessary rebranding.

“How can Labour justify spending £40,000 on a brand agency and £20,000 on a video when they are slashing services for the most vulnerable people in the borough?

“That £86,000 would have been far better spent on children centres or day centres.”

Cabinet member Joe Goldberg defended the rebrand, saying: “Haringey is more than a place, it’s about its people and their pride, creativity and passion – and we need an identity that reflects the attitudes of our residents and businesses, which make us a unique corner of London.

“The new brand identity is there to tell Haringey’s true story, and foremost to tell the stories of the people who live and work here.

“This is not about the council, it is about being loud and proud about what brings people together – their achievements, their ideas and their contribution to moving us forward.”