One is crestfallen

CREST snub . . . Councillor Dave Hibbert

A councillor’s request to have a small Chadderton crest on his letters has been turned down — because it would dilute the new “One Oldham” council branding.

South Chadderton Councillor Dave Hibbert wanted to use the council’s new One Oldham-branded letterheads but add the crest next to his name at the bottom.

And although the members’ secretariat told him it would be simple to do, he has been turned down by three council officers including chief executive Charlie Parker.

Now Councillor Hibbert says the refusal goes against the spirit of the re-branding exercise.

In April last year, the £100,000 logo and branding, based on the concept of One Oldham was adopted.

A circle — to signify unity — on a turquoise background is now used on all council documents and signs.

Councillor Hibbert protested: “My argument is that when we accepted the recommendations of the branding consultants, there were slogans such as ‘One Oldham, many communities.’

“We were encouraged to celebrate our townships like Chadderton and Royton.

“If Mr Parker doesn’t agree, that’s not in the spirit of the branding exercise.

“I’m not doing this just for me but for other councillors as well.”

He has been told by Liz Terry, the executive director for strategy and resources, that she discussed his idea with the assistant director for communications, Sue Appleby, and Mr Parker.

Ms Terry told him: “The idea of the brand is to create a sense of pride of place for Oldham.

“Putting individual crests on the letters counteracts this and dilutes the sense of One Oldham that we are trying to promote.

“The use of the crest works to fracture the brand rather than unite it under Oldham.

“The look and feel of the brand is to lift that sense of being stuck in the past and moving forward.

“The crest — while it promotes Oldham’s heritage — doesn’t promote Oldham’s future and bring a sense of progress and moving forward.”

The decision angered Mike Lawson, secretary of Chadderton Historical Society, who said: “We support Councillor Hibbert, but this is a wider issue of giving back identities to the constituent parts.

“This should be ironed out as a matter of overall policy.

“We came together in 1974 for the benefit of Oldham borough, but we didn’t lose our identities.”