It is rare for a council's rebranding exercise to make the front page of its local paper without the usual accusations of ‘wasting money'.

But when Wolverhampton City Council recently launched a new logo, dropping the word ‘council,' and renamed itself ‘City of Wolverhampton', the local Express and Star headlined its front page story with the positive ‘Major rebrand for city council' and the strapline ‘Officers hope change will boost image and raise profile'.