A new county council logo which incorporates the traditional emblem of Staffordshire has been officially launched.

The authority says the total cost of the new logo, which features the historic nationally recognised Stafford Knot, will be £7,000.

County council leader Councillor Philip Atkins said the knot symbolised not only Staffordshire’s great tradition but also the bringing together of the county’s many different communities.

“The launch comes at an exciting time for the county council as its new administration strives to install a renewed sense of pride in its residents and take the county council forward on a regional, national and international level,” said Councillor Atkins.

“We’ve introduced a new logo that incorporates for the first time the symbol that is recognised county and nationwide and is synonymous with our historical heritage.

“It reflects the pride the new county council has in Staffordshire and the fact we are here to serve our communities, as well as being in the top 10 largest local authorities in the country serving a population of over 800,000.

“We’re confident people across the county will welcome the new logo.

“Old logos will only be replaced where there is a genuine need. All services delivered by the county council in whatever form will eventually have the new logo on it – meaning everyone will be able to recognise at a glance services provided by us.”

It will be phased in gradually across all county services only when replacements are needed.

The new look will eventually appear on all council signs, vehicles and publications.

Members of the public and council employees had input on the logo’s design, which will replace the previous one that was more than a decade old and beginning to look dated.

The council has received the approval of Lord Stafford to use the historic knot.