Rebranding, and the commissioning of shiny logos, by public sector bodies always attracts controversy. At best, even when the logo that results is ok, it is really an exercise in indulgence and managerial egotism. At its worst, you end up spending thousands of pounds of taxpayers' money on something that is actively embarassing.
It's safe to say that your rebranding has gone pretty badly when you find yourself cooking up absurd explanations of why you always thought it would be a good idea for your civic logo to look like a sperm.
Ellen Vernon, economic regeneration officer at North Devon Council, which helped to develop the branding project with £5,000 funding, said: "To many, the 'swirl' represents Fore Street, the Harbour, a fish, an ice-cream and even waves. To others it may look like a sperm, which makes it vibrant and life-affirming."
Oh dear.