County council logo chosen

This is the logo which has been chosen for the new unitary Shropshire Council that will run much of the county from April.

The design, which will replace the current Shropshire County Council logo seen here, was agreed yesterday by the implementation executive overseeing the switch to unitary status.

Members discussed a shortlist of four designs by the county council's in-house design team, and three by students from Shropshire schools.

See the rest of the shortlist below

The winning logo was from the in-house team who worked to a brief to include the county shield in designs.

Officials say the design cost "very little" to produce because it was produced by council staff.

But it is not known at this stage what the cost of branding countywide will be. Spokesman Simon Alton said: "Work is now beginning to work out the actual cost of branding for the new council.

"We couldn't estimate the cost until the logo was chosen but now that decision has been made, we can move forward."

It is based around a traditional shield on a blue background and described by officers as "distinguishable, contemporary and fresh".

Councillors voted overwhelmingly for the design because they felt it was modern and forward-looking while maintaining a link with Shropshire's heritage.

Chairman Malcolm Pate said: "It was important to choose a logo which showed a new beginning for Shropshire Council, while highlighting the heritage of the county. We felt using a traditional coat of arms with a modern look and colour scheme did just that."

Councillor Miles Kenny, one of the two member "champions" for communications, described the logo as "clear", adding: "This was important as it would be used in a variety ways, for example on staff uniforms, the sides of vehicles and letter headings. It needs to be recognisable and understandable,and I think it is wonderful design."

A report from officers said the logo would provide the foundation for the development of a "brand identity" for the new council.

See the rest of the shortlist below and read the full story in today's Shropshire Star

This logo was designed by the Applied Arts Group at Thomas Adams School in Wem.nextpage

Dan Macauley of Thomas Adams School in Wem made this suggestion.nextpage

This design is by Ben Bryan of Oldbury Wells School in Bridgnorth.nextpage

The remaining logos were from Designteam at Shropshire County Council. The team was working to a specific brief to use the current county shield. nextpage

This Designteam logo is similar to the previous one but includes the banner 'Floreat Salopia'.nextpage

A colour variation from Designteam.