by Will Davies A pointless proposal by council chiefs to re-name Brent as the London Borough of Wembley has been branded a waste of tax-payers money. The costs would include paying out for new Wembley Council signs for roads, buildings

by Will Davies

A 'pointless' proposal by council chiefs to re-name Brent as the London Borough of Wembley has been branded a waste of tax-payers' money.

The costs would include paying out for new Wembley Council signs for roads, buildings, public open spaces, council-owned vehicles, new uniforms for council staff as well as new stationery and printing.

The name-change plan was revealed in the council chief executive's newsletter last week when Gareth Daniel, Brent's chief executive, suggested ditching the old-fashioned council crest for a more modern and relevant style.

Rocky Fernandez, who lives in Hazel Road, Kensal Green, said: "Everyone knows that Wembley is in Brent - it's a waste of money and just another self-indulgent ego trip.

"If he wants to give up his £185,000 salary for the next decade in order to pay for it, then go ahead."

Logos for parking meters, hundreds of bus maps, and even dust carts would need changing, while a host of council and school web addresses - and those of countless other Brent organisations - would need to be scrapped.

Cllr Ann John, Brent Council's Labour leader, said: "This proposal will be resented throughout the borough because it is a pointless waste of taxpayers' money.

"At a time when the council is failing to cut grass verges, remove weeds from pavements and gullies and clean the streets, you would have thought the Liberal Democrats would have more important priorities."

The borough derived its name from the River Brent when it was formed in 1965 - it was the dividing line between the two former merged boroughs of Wembley and Willesden.

Mr Daniels said: "This move is a key element in Brent Council's new modernisation and service improvement programme.

"Furthermore, the Wembley name is an international brand and a powerful symbol in attracting jobs, world class services and much-needed investment to West London - it is important for all residents of Brent and something of which residents from all parts of the borough can be proud.

"Any changes would be subject to consultation."

Office Depot, a printing company contracted to the council, said a name and logo change could cost £1 million.

Costs may also extend to dozens of Brent charities and organisations that would need a name change, including Brent Primary Care Trust and Brent Housing Partnership.

A proposal in the 1990s to rename the borough 'Wembley and Willesden' was rejected on grounds of cost.

w.davies@archant.co.uk

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