The West Yorkshire Combined Authority is considering changing its name to capitalise on the “stronger recognition” of its biggest city Leeds.
The organisation’s meeting on Thursday will consider a plan under which it could be rebranded as the Leeds City Region Combined Authority to “better enable it to achieve its communications and profile-raising objectives”.
West Yorkshire was described as having a “confused, fragmented identity” in the report, although many observers would note the use of the non-city specific name avoids inflaming traditional local rivalries – especially that between the cities of Leeds and Bradford.
The report says: “Following substantial engagement with key regional businesses, Leeds is considered by those businesses to have stronger recognition and brand perception nationally and internationally.
“Adding ’city region’ enables the WYCA, as it does at present, to leverage the strengths of the core city brand while also making clear the significant scale, opportunities and assets of the wider region, including the USPs and distinct characteristics of Bradford, Wakefield, Calderdale, Kirklees, York and the wider region.”
Last week West Yorkshire leaders wrote to the prime minister urging her to conclude a devolution deal with the area “as soon as possible this year”.