North Tyneside residents have hit out at the council for "wasting" £26,000 on a digital rebrand - including a new logo.
A freedom of information request to North Tyneside Council has revealed the authority has splashed out £26,000 on overhauling its website which it says will "create a sense of identity and pride for our borough".
However, disgruntled residents have expressed their dismay at the investment, stating the cash would have been better spent elsewhere. This includes the area's roads and pavements which have been deemed to be in a "terrible state".
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Cullercoats resident Jane Jobson, 55, said the move was a "waste of money" and could have been better spent tackling social problems.
She said: "There is so much anti-social behaviour in the area. The roads and pavements are in a terrible state."
"They need to be doing the roads and the pavements up, especially on Front Street," said 86-year-old John Falconer, of Tynemouth.
Sasha Richardson, 30, who works in North Tyneside, added: "It definitely could have been spent better. Why couldn't they have put that money into the Library on Front Street? And then there are the potholes in the roads.
"It's crazy isn't it".
Conservative councillor for Preston, Liam Bones claimed the funding could have fixed 414 potholes on North Tyneside's troublesome roads.
Coun Bones said: "Spending over £26,000 on a new logo and branding for the council is just the latest waste of money in a long line under this mayor. While we hear the Labour Party complain of budget cuts year in year out they never fail to spend money on vanity projects like this.
"This money could have paid for 414 potholes to be filled across the borough. It is time the mayor focused on what the council was actually delivering for residents, rather than how it looks, after all that's what our residents care about."
North Tyneside Council has said the cash was generated by its advertising programme for the digital refresh which it says represents "good value for money".
A spokesperson said: “The council has not spent £26k on just a new logo but has invested in redeveloping our visual identity to make our logo full accessible on digital formats and to make our services instantly recognisable and trusted by our residents, customers and businesses.
“This work is much more than a logo, it includes designs for our website, templates for colleagues to use and professional toolkits so designers and external partners can work consistently with the brand.
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“The refresh forms part of our cabinet-approved Customer Service Programme, which aims to build confidence for residents when they use a council service and to create consistency in all our communications. It helps to build trust and loyalty in the council and all of its services, provides good value for money, and helps create a sense of identity and pride for our borough.
“The current council logo will continue to be used and will retain all its civic credentials. The revised version, which still has all the historic elements featured, has been created to be more accessible and is primarily for digital use.
“The funding for this work has come from revenue generated by our advertising programme, this has once again exceeded its annual targets and continues to provide a great return on investment."
The local Conservatives have formally asked Mayor Norma Redfearn to respond to their questions on the digital refresh at full council next week.
Tynemouth Conservative councillor Lewis Bartoli said: "They have just raised council tax by the maximum amount and this feels like a waste when we have talented people who could have done this in the building, there has got to be pools of talent there.
"Pearson Park is falling apart and I have just asked to see if we can get the play equipment replaced. That money could have replaced the equipment in the park.
"I will be fascinated to hear how Mayor Norma Redfearn can justify £26,000 on a logo."
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