The historic crest depicting the borough’s constituent parts remains unchanged and still bears the motto ‘Ex Terra Lucem’ or ‘From The Earth, Light’ in homage to its mining heritage and hope for the future.
As part of the rebrand, the word ‘borough’ has been added to the name and below the crest to encompass all the distinct towns and villages in St Helens Borough.
The rebrand, which is now beginning to roll out, has been produced digitally by the council’s in-house marketing and design team. The new design will be phased in as things such as forms, uniforms, and vehicles need replacing, meaning there has been no cost to the rebranding.
St Helens Borough Council Leader, Labour’s David Baines said: “We have a strong vision for St Helens Borough and for the organisation that we are striving to become. When we talk about ‘St Helens’, there can sometimes be the feeling that we’re talking exclusively about St Helens the town, or even just St Helens town centre.
“So it’s important that our crest, how the council presents itself, and how we talk about our home speaks for all residents and is inclusive of every community across the borough.
“We hope that this relatively simple move will have a big impact, demonstrating our commitment to working for all residents of St Helens Borough, no matter where you live.”