THE new shadow Cheshire West and Chester Council is struggling to find a logo.
A series of possible designs ranging from a “swoosh” to a triangular design with a black background were considered at a meeting of the shadow council's executive.
Not included in the public documents were an alternative series of more traditional designs involving variations on a shield with Cheshire's traditional blue and gold colours, one including a representation of Chester's historic wolf emblem.
“This was never going to be easy,” said Cllr Miles Hogg (Con, Ledsham and Willaston), the council's portfolio holder for customer services.
His comment came in a week when the new Cornwall council was criticised for its new black and gold logo said by some critics to resemble Amy Winehouse's hairstyle.
Cllr Hogg said staff in the existing Cheshire West local authorities and at design companies “have put in a considerable amount of work” on developing the logos.
They had started with a “very, very wide brief” which Cllr Hogg described as “very challenging”.
The council says it is looking for a logo, with or without a symbol, which will portray the authority as forward looking and aspirational, dynamic, approachable and friendly, modern and professional.
From the selection of ideas which were put forward, the council's branding group selected five logos which they believed met the brief.
At their first meeting, councillors preferred the triangle design with the words Cheshire West and Chester but a report discloses they asked for “additional work” to create a logo using traditional symbols of Cheshire to enable these to be assessed against the more modern approach.
Branding group leader Cllr Keith Musgrave (Con, Abbey) said there had been a split between councillors who preferred a traditional approach and those who backed a more forward looking image.
Cllr Hogg said he favoured choosing neither approach at this stage and asked if councillors should think again “about what we are trying to achieve”.
The executive decided that Cllr Hogg should have discussions with Cllr Musgrave.