West Surrey Council reveals new swan logo and doesn't rule out South Middlesex name change

West Surrey has unveiled its “bold new” swan logo while keeping the door open on a rebrand to include South Middlesex.

The council, which takes over services from April 2027, says the new design reflects “the rivers, waterways and wetlands that connect communities across West Surrey”.

The council has also not ruled out rebranding itself to West Surrey and South Middlesex despite warnings the money  would be better spent on services.

The swan has deep ties to Staines and Spelthorne which both fell under the historic Middlesex borders.

Swan upping is a historic royal tradition on the River Thames, and the bird also features prominently in Spelthorne’s coat of arms. Staines Football Club’s nickname was also The Swans.

Runnymede Borough Council also features swans on its crest.

The new design was agreed upon at the Tuesday, November 10, meeting of West Surrey’s shadow council and will be rolled out gradually  – with the majority of existing signs replaced when repaired or updated rather than discarded early.  

The new badge is the result of feedback from more than 2,500 residents, staff, councillors, businesses and community organisations. 

It will initially be displayed where the new council’s identity must be made clear for legal reasons, or are key points of contact for residents, the meeting heard.

West Surrey Council leader, Councillor Paul Follows said: “I’m sure this will cause more discussion in the community than almost any item we’ve covered.”

The swan’s wings are held aloft in a nod to the waterways that connect communities and it is framed by a shield, to recognise the area’s historic civic and heraldic traditions.  

Cllr Follows added: “Whether you get all the deeper meanings of it you can still definitely tell it’s a swan and a shield.”

The logo is still subject to final tweaks to ensure it is fully accessible to those with, for example, with dyslexia or visual impairments.

To change the name the vote would need to be passed by two-thirds majority– but those powers don’t exist during the shadow period and the council would be misrepresenting itself if it were to identify itself by any other name until it passed, officers said.

Following further legal advice, the authority will continue to be referred to as West Surrey Council in its branding and communications.

It can consider changing its legal name after vesting day on April 1 2027, when it becomes a fully constituted local authority.

Councillor Jane Austin, leader of the Conservative opposition group at the council said the new design had improved various iterations and they were happy to give the swan their  endorsement “and have it take flight across West Surrey.”

She added: “I must talk about the council name change concerns.

“The cost of doing this is £300,000 and any subsequent change will involve significant cost to our council at a very difficult financial time.

“We don’t need to be considering spending money on non-essential items.”