Residents, businesses, community organisations, councillors and staff have helped shape the visual identity for East Surrey Council, with a new logo and brand approved by the East Surrey Shadow Executive.

The decision was made at the Shadow Executive meeting on Tuesday 13 October following a wide-ranging engagement exercise that attracted more than 2,000 responses.

People were asked what East Surrey should represent and what makes the area special. Their feedback helped shape the final design, with themes including community, countryside, waterways, heritage and a sense of place emerging strongly throughout the consultation.

Importantly, the new logo has been created at no additional cost to taxpayers, using the skills and expertise of in-house designers from the existing councils.

The logo reflects the people and places that make East Surrey unique. Five interconnected shapes represent the five areas coming together to form one new council. Its colours and design have been inspired by the area's rivers, countryside and natural landscapes, while also symbolising the connections between people, places and communities.

The new logo is the first step in creating a wider East Surrey Council identity, which will continue to develop as the new authority prepares to launch in April 2027. The Future Surrey identity will continue to be used up until this point, to keep residents updated on creation of all the new authorities in Surrey.

Councillor Steve Wotton, Leader of the East Surrey Shadow Authority, said:

"I would like to thank everyone who took the time to share their views and ideas. This new identity has been shaped by the people and communities it will serve and reflects the pride people feel in East Surrey.

"My thanks also to our talented in-house designers who have created the new brand using their skills, creativity and local knowledge, making best use of existing resources, without additional cost to taxpayers.

"The logo tells the story of East Surrey. The five interconnected shapes represent the five areas coming together to create one new council, while reflecting the rivers, countryside and landscapes that connect our communities. Just as importantly, it symbolises the relationships between people, places and services that will help make East Surrey Council a strong and connected organisation.” 

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 East Surrey Council.

The new brand is just one of the ways residents are helping to shape the future of East Surrey. Later this month, residents and local organisations will be invited to share their views on the new council's priorities and ambitions. Their feedback will help inform how the Council Strategy is delivered and where East Surrey Council focuses its efforts in the years ahead.

East Surrey Shadow Executive meeting

The East Surrey Shadow Executive meeting on Tuesday 13 October received the latest progress update on local government reorganisation and approved a number of Section 24 decisions, enabling key contracts and arrangements to be put in place ahead of 1 April 2027.

Together, these decisions will help ensure services continue seamlessly through the transition and that East Surrey Council is ready to operate effectively from the day it is established.

The Shadow Executive also thanked residents, community organisations and local partners who took the time to complete the recent website survey. Their feedback will help shape how the new council communicates and engages with communities as preparations continue for its launch in April 2027.