Opinions split over £86k rebranding

Haringey’s controversial new logo and re-branding was revealed officially on Monday after they were leaked to the press on Friday.

Politicians signed off on spending £86,000 to create a new brand identity and logo.

Of this, £20,000 was spent on a glossy recruitment video to encourage people to work for the borough.

In the film, residents and business owners describe what they love about Haringey - such as bustling cafés and educational opportunities.

Resident Martin Ball described the re-branding as “an insult to those residents losing services because of cuts and an insult to staff fearing job cuts”.

One resident, who works for city branding specialists Evolve, is even offering to undertake a new rebranding of Haringey for free.

“Obviously we would need to see the brief but we are all about super-connecting people, places and ideas and we are prepared to put our money where our mouth is,” said Karl Aussia.

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According to an online poll conducted by the Ham&High, 69 per cent of readers do not like the new logo.

A further £40,000 from the council’s budget has been earmarked to be spent on brand strategy and visual identity.

This is part of the council’s plans to put Haringey on the map as one of the greatest boroughs in London, as well as driving in new investment.

Red and black were apparently chosen as they are the colours of London, which is designed to showcase the role that Haringey has to play in the capital.

Haringey previously re-branded in 2007 and the old design, a green and yellow starburst, referenced the area’s broadcasting heritage.

The council claim that they are expecting to see £1bn of investment pouring into the borough.

Haringey say that this investment is attracting new industries, such as Wilde’s Cheese, Redemption Brewery, Mill Co, and the Fashion Technology Academy, which will give nearly 3,000 people given the opportunity to earn NVQ qualifications.

“I’m in because residents have told us that to live and work in Haringey is to be part of something great and we need an identity that reflects that,” said Cllr Joe Goldberg, Cabinet Member for Economic Development and Social Inclusion.

The council has said it consulted residents, businesses and council leaders before creating the re-branding design.