Well-known organisations such as the Improvement & Development Agency (IDeA) could disappear if plans for a large-scale rebranding of the Local Government Association family are approved.
Consultants hired by the LGA said the current naming of local government’s central bodies was “messy”, “inconsistent”, and “unintelligible” and caused “significant alienation and dissatisfaction” among members”.
They propose an NHS-style rebranding of the LGA’s constituent parts to create “a clear common identity for the sector”.
The branding would underscore the connection between the likes of Local Government Employers and the Leadership Centre for Local Government.
One example to be shown to the LGA executive today would see procurement specialist 4ps rebranded as Local Government Projects and the IDeA become Local Government Improvement.
Geoffrey Theobald (Con), chair of Local Authorities Coordinators of Regulatory Services (Lacors) - which could become Local Government Regulation - said the organisation was already a familiar and respected brand and questioned the need to change names.
“I understand the importance of the LGA name being prominent in all the local government brands, but whether we have to change names to do that is a different matter,” he said.
LGA director of corporate strategy and public affairs Jenny Crighton said the sector had “an obvious determination” to present a more unified identity, but that it was up to the executive to decide whether the consultants’ proposals were appropriate.