Bold new identity for West Surrey Council, shaped by residents

The decision was made at the Shadow Executive meeting on Tuesday 10 November. The approved visual identity reflects the ambition and energy of the new council and will help create a clear and consistent identity for West Surrey Council as it prepares for vesting day on 1 April 2027. 

The logo features a swan with wings held aloft, reflecting the rivers, waterways and wetlands that connect communities across West Surrey. The swan is framed by a subtle heraldic inspired shield, drawing on the area's historic civic and heraldic traditions.  

Earlier this year, over 2,500 residents, staff, councillors, businesses and community organisations completed a survey to help shape the new council’s visual identity. They identified nature being important to feature in the new brand, through wildlife, waterways and countryside. 

The swan was selected as a heritage-inspired symbol, recognising its connection to local identities, including through some existing council coat of arms.  

A desire to reflect the history and heritage of West Surrey was also a common theme in the feedback. Designers chose to reflect this through a reference to a heraldic inspired shield in the logo, helping to frame the swan. Colours were chosen as a way to link to West Surrey’s heritage. A navy blue and gold feature in the logo - a nod to the blue and yellow from the Surrey County flag, whilst being modern and accessible.   

At the July 2026 meeting of the West Surrey Shadow Authority, councillors voted to change the name of the new council from West Surrey Council to West Surrey & South Middlesex Council. This was intended to recognise the historic identity and heritage of Spelthorne, which formed part of Middlesex until 1965. 

A request was subsequently made to government to amend the relevant legislation to reflect this change. However, the government declined to amend the legislation, advising that a legislative change was not the appropriate route and suggesting the authority seek legal advice on alternative options available under the Local Government Act 1972. 

Following further legal advice, the authority will continue to be referred to as West Surrey Council in its branding and communications. The council can consider changing its legal name after vesting day on 1 April 2027, when it becomes a fully constituted local authority. 

Cllr Paul Follows, Leader of the West Surrey Shadow Authority, said: 

The West Surrey Council logo captures a vibrant, proud identity, steeped in heritage and shaped by the people living and working in the area. It reflects the character, strengths and shared ambitions of our communities, while creating a clear and recognisable identity for the new council. 

I would like to thank the thousands of residents, businesses, councillors, staff and community representatives who contributed to the survey and helped shape a visual identity for West Surrey Council that reflects the people and places it serves. 

The Shadow Authority voted in July to seek a change of name from government to recognise the historic identity of South Middlesex. However, it has become clear that this cannot be achieved through the legislative route we requested. Following legal advice, we will therefore proceed as West Surrey Council as we prepare for Vesting Day. 

While this is disappointing news, the new council will proudly serve communities right across the area, including Spelthorne, and the heritage, history and identity of all our towns and villages will continue to be valued and celebrated. Our focus now is on creating a strong, financially sustainable council that delivers excellent services for residents from day one.

“My thanks also go to our talented in-house designers who created the new brand using their skills, creativity and local knowledge, making best use of existing resources and at no additional cost to taxpayers." 

Phased introduction of new brand  

The Shadow Executive also agreed a phased approach to introducing the new brand.  

This means the new identity will be rolled out gradually, with most existing signage, vehicles, printed materials and other assets replaced through planned renewal programmes wherever possible, rather than being discarded early.  

Assets that must legally display the new council's identity, or which are key points of contact for residents, will be prioritised first.  

This approach will help minimise costs, reduce unnecessary waste and ensure value for money, while supporting a smooth transition to West Surrey Council.  

The new brand is just one of the ways residents are helping to shape the future of West Surrey. Residents and local organisations have been invited to share their views on the new council's priorities and plans for the future. Feedback will help inform how the Council’s Corporate Strategy is delivered and where West Surrey Council focuses its efforts in the years ahead. The survey closes on Sunday 15 November. 

West Surrey Shadow Executive meeting  

The West Surrey Shadow Executive meeting on Tuesday 10 November received the latest progress update on local government reorganisation. The Executive also approved an approach to establishing Community Safety Partnerships for West Surrey, helping to ensure essential services continue to operate effectively and residents remain supported throughout the transition to the new council structure.  

The partnerships will assume responsibility for delivering community safety at a strategic level and will:    

• Provide strategic leadership for crime reduction, anti-social behaviour, serious violence, vulnerability and prevention activities.  
• Ensure effective partnership working, information sharing, commissioning and performance management.  
• Act as the statutory body responsible for community safety duties under current and future legislation.  
• Maintain continuity of community safety services and governance arrangements throughout local government reorganisation.  
• Logo for West Surrey Council featuring a stylised blue and gold swan emblem above the text on a cream background.