Warrington rebrand causes stir



Warrington Council has sparked an identity crisis among its citizens with the decision to banish its old logo, replacing it with a brand new version at the cost of £30 000.


The move has led to a storm of protest in the council chamber, with Mayor Linda Dirir ordering a special meeting to debate the issue. There has also been uproar in the local press, with local people both applauding and attacking the decision.


The council’s historic logo, which features a coat of arms and bears the legend ‘Deus Dat Incrementum’, has been scrapped in favour of a contemporary version designed in-house and featuring the town’s name in a clear sans-serif font. It is adorned with what the council calls two ‘swooshes’.


The swooshes are taken from the wings of the goddess Nike, who is represented on top of the town’s famous golden gates. The gates were originally a present to Queen Victoria, but she decided they weren’t for her and promptly sent them back to Warrington, where they remain to this day. Nike’s wings provided inspiration for the council’s in-house designer, Mike McCrory, who felt they represented a pair of ‘protective wings’ over the city.


‘It’s one of those things people have strong views about,’ said a council spokeswoman. ‘It has sparked a lively debate about how Warrington presents itself.’

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  • Anthony November 30, -0001 at 12:00 am

    Nowt wrong wi’ old one!

  • Ms Jean Grogan November 30, -0001 at 12:00 am

    Did not realise that Warrington is the surfing capital of Britian.

  • Richard Gooch November 30, -0001 at 12:00 am

    The idea to take the wings is a nice concept, however the application doesn’t communicate this. It looks too much like the Sydney Opera House.

  • Julian Cound November 30, -0001 at 12:00 am

    Strange. You don’t know what you’ve got till it’s gone. Had you asked the people of Warrington what their Latin motto was I doubt anyone would have given you anything resembling the correct answer. But, now it’s gone..uproar! Get real, council identities mean zip when it comes to how many dustbin collections you get in a fortnight.

  • Andy November 30, -0001 at 12:00 am

    Devon County Council did a similar thing a few years back, replacing the traditional Devon coat of arms with a green logo featuring two leaves, that caused a similar uproar in the local rags, but it soon blew over.

    Like DCC; Warrington are probably going to save that £30,000 in a very short time only having to pay for single spot colour stationery.

  • Indiana November 30, -0001 at 12:00 am

    Seems akin to when Nottingham not long ago dumped Robin Hood in favour of a slanty ‘N’. There’s still a lot of unhappy people but it had to happen, the new identity is a lot stronger and I personally feel that things have to move on as time does. Well done Warrington.

  • Mark November 30, -0001 at 12:00 am

    I am allways ‘pro’ out with the old and in with the new, and i like the fresh new design, which, in my eyes is much more appealing than the tradional coat of arms.

    However, maybe this logo would be suited more to the warrington sailing club, if there was one. Without reading the artical above i had ino idea about the wings on the gate and would have asociated it with two sails.

  • SEETHA RAMAN November 30, -0001 at 12:00 am

    In this design is very looking is very nice.
    But they want to change the veiw of the design.Because in the veiw is attractive for all to their council.

  • Rik Moran November 30, -0001 at 12:00 am

    I have to echo people’s statements about not realising what the ‘swooshes’ were. I’m not a huge fan of either to be brutally honest, but I definitely feel the new one could have been realised with some better typography, clearer wing elements and a colour that doesn’t hark back to the councils of the 70s.

  • Susan Cripps November 30, -0001 at 12:00 am

    Just goes to show that logos are important, this logo although simple and well designed in form, has certainly done its job and raised the profile of a local council, having worked in both private and public sector this logo is easy to recognise and stands out from other councils, this excellent choice should be applauded, and designed on a shoe string budget, this kind of publicity is a dream and at no cost., Well done Warrington BC.

  • Walter Simms November 30, -0001 at 12:00 am

    Sounds like Warrington Council needs to debate which century it’s in. Let’s face it traditional coats of arms no matter how well conceived eg the work of Reynolds Stone, cannot reflect a modern multicultural society. Neither is it easy for an in-house designer to rise to a massive design challenge such as this with all the politics on top! I think the design solution works well and is sufficiently neutral for all Warringtonians to identify with. Good luck with the new.

  • Ken Williams November 30, -0001 at 12:00 am

    I didnt realise that the coat of arms had been REPLACED. I was born in Warrington and some things should be left alone especially things to do with our heritage.I say we should keep our Coat of Arms.

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