Police spend £120,000 on a new logo

THERE can surely be few more distinctive sights than a police car with its lights flashing, or a beat bobbie in full uniform.

But one Scottish police force has decided it is simply not recognisable enough.

Officials at Lothian and Borders Police have come up with a new logo to tell people who they are – and have spent £120,000 in the process.

The new design will be emblazoned on police uniforms, vehicles, posters and stationery over the next few months, replacing the crest that focus groups concluded was too obscure.

But in deciding that the force's image needs to be brought into the 21st century, top brass have walked into a row, with officers and politicians branding the exercise a waste of money.

Vast amounts of stationery bearing the current crest are understood to have been dumped.

But in a clear signal of the discontent that exists within the force, the local Scottish Police Federation branch is refusing to adopt the new logo on its own headed notepaper.

One officer, who did not want to be named, said: "It is a waste of money. We read in the papers they cannot afford to pay police pensions, yet they are willing to spend all this on a new logo.

"Senior officers say they want us to have a more distinct corporate identity. But we already have an identity – we are the police, we wear a uniform everyone recognises."

The force paid tens of thousands of pounds to designers and consultants who concluded that the public did not recognise their existing logo – a traditional crest bearing a Saltire composed of blue and white checks.

Instead, the force has splashed out on a simple logo which carries the words "Lothian and Borders Police", with a curved design intended to combine the concept of protection and the force's geographical area.

A new motto, "work with us", will also be adopted by the country's second largest force, as part of what police say is an attempt to give themselves a "new tone of voice", that will include adopting a new set of core values.

However, senior officers have avoided any large-scale launch of their new brand.

Instead, it is being gradually phased in over the next few months, with police vehicles being painted with new livery when they are serviced.

New uniforms which are already being procured will carry the logo.

The new corporate identity was approved by the joint police board last month.

Iain Whyte, the convener of the Lothian and Borders joint police board, said he understood the need for the police to have a modern image – but wanted the old crest to be preserved and used in "appropriate circumstances".

Another board member, Marilyne McLaren, described the move as ridiculous, adding: "A new motto and logo is not up there in my constituents' priorities. More officers on the beat is."

And she questioned whether the rebranding gave value for money, as the chosen motto "sounds like something from a Christmas cracker".

Last night, Deputy Chief Constable Tom Halpin, who is behind the rebranding, insisted it was a "positive statement of the values of the organisation".

He added: "It reflects the modernising organisation we are within the communities that we serve. We consider this to be a modest investment which has been approved in consultation with the police board and other partners."

'IT'S NOT EXACTLY ARRESTING'

JONATHAN Gabay, a leading brand expert, yesterday gave the new police logo a distinctly mixed review.

The new brand is meant to represent the core values of the force, which include transparency, integrity, responsiveness, reassurance, respect and innovation.

Mr Gabay, who owns Brand Forensics, said: "The logo does what it says on the tin, so it certainly is transparent. The half-curve looks a bit like an umbrella so I suppose it does represent reassurance.

"It's certainly more innovative than the old crest. But on the other hand, the crest is very official and that's a vital aspect of the police. They are there to uphold the law."

He added: "As for respect, well, I just don't get it."

Mr Gabay also criticised the force's new motto, "work with us". "It sounds a bit desperate. The police are there to enforce the law, but this is more 'excuse me, I hope you don't mind if we charge you'. Overall, I wouldn't exactly describe it as arresting."