Changing the city council’s logo was branded a “vanity project” amid a stormy debate yesterday.
The well-known crest with two leopards holding a coat of arms and the words “Bon Accord” is being updated for use on signage, new vehicles and staff uniforms.
The replacement version retains all the same elements but is being freshly presented in a more minimalist style.
A report to the local authority’s city growth and resources committee said the council has “lacked a coherent and clear visual identity” and that the current design “reproduces poorly, appears insignificant when displayed next to other organisations and has lost the dignity and integrity which is appropriate to the organisation”.
As the committee met yesterday, members of the ruling Conservative, Aberdeen Labour and independent alliance argued the “refreshed” design would be “cost neutral” as it was designed in-house and current logos would only be replaced as they wear out.
But opposition SNP and Liberal Democrat councillors said the move was “a gesture” and “sent out the wrong signal” at a time when the authority is cutting staff.
Council chiefs must trim townhouse spending by £125 million over the next five years and are carrying out a voluntary redundancy programme that will see 370 posts go.
SNP city growth spokesman Alex Nicoll said: “This shouldn’t be a priority when staff in this council have so many concerns about the future.
“Many people will be very confused about the timing of this.
“I would suggest it is entirely inappropriate. It is a vanity project.”
Liberal Democrat Ian Yuill added: “I think what we have is more than good enough.”
Council co-leader Jenny Laing, however, said that the groups had voted for the rebranding when the idea was first brought forward in 2015.
She added: “We have a duty to our staff and we must continue to be a council of choice and make it attractive to work for.”
The crest was last updated in 2008, when council co-leader Douglas Lumsden vowed there would be no further updates until 2022 at the earliest.
Nonetheless he said: “It is important to stress this is being managed in a cost-conscious manner.
“We could not contemplate an expensive rebranding exercise in which all material is replaced as it perhaps would be in the private sector.”