HDC spends £29k on logo redesign to comply with new law

HUNTINGDONSHIRE District Council is blaming the Disability Discrimination Act for its having to ditch its five-year-old corporate identity in favour of a crisp new £29,000 design.

The council said people with visual handicaps found the combination of black ink on grey paper with a Burgundy logo hard to use because inadequate colour contrast.

"The DDA places a legal obligation on the council to meet the needs of and positively promote services for people with a disability," a spokesman said.

The design reflects features of the district, in particular the river, green countryside and an impression of a bridge representing the many river crossings in the district, she added.

"The timing of the project coincided with a number of new initiatives for example Eastfield House [the new depot in Latham Road], our new offices on the Pathfinder House site, the new bus passes and cash payment cards, and annual publications such as the visitor and accommodation guide and information that goes out with Council Tax bills.

"No specific budget was set aside for the project. It is all being met from existing budgets, and the new identity will be phased in as and when stocks and supplies run out and need replacement, when new work is undertaken, or when uniforms wear out, so that implementation of the new corporate identity will not result in additional expenditure," she added.

"It will appear on vehicles as we acquire replacements to our fleet under the normal replacement programme."

The £29,000 total cost of the logo included an audit of existing materials and identifying future applications and locations, development of the design and applications such as letterheads, vehicles, signage and uniforms, development of guidelines for its use, and advice to ensure DDA compliance.