Locals left 'unimpressed' over councils £73k rebranding....

Taxpayers foot £73k bill, as local council tries to polish its battered image

5th Sep 2025

Hartlepool Borough Council has unveiled its latest rebranding project this week, but the move has sparked a mixed response from residents.

The rebrand, which includes a redesigned logo and an updated 'more modern' website, comes at an estimated cost of around £73,000 to local taxpayers – though critics believe the final bill could rise further as the new branding is gradually rolled out across staff uniforms, vehicles, and signage.

In a report put to councillors last month, Hartlepool Borough Council claims the refreshed identity and website will provide a “more modern, user-friendly” image. But some locals have questioned whether the rebrand was needed at all, particularly at a time when the local council is under pressure to cut spending.

The launch follows years of declining public confidence in the council, which has faced repeated claims of poor leadership and governance. Several senior directors have quit in recent months, leaving a management vacuum that critics say has pushed staff morale to an all-time low. Despite this, Managing Director Denise McGuckin has refused to accept any responsibility for the councils reputational crisis, with some staff and residents blaming her leadership for the councils ongoing gripes, with claims her leadership is on tenterhooks, meaning further management departures could lead to her being sent packing & a chance for the 'troubled' local council to finally bring about real change....