The Labour mayor for York and North Yorkshire has sparked outrage by spending nearly ￡32,000 on the design for an "ugly and woke" new logo. David Skaith won the mayoral race in ex-Prime Minister Rishi Sunak's backyard in May 2024, pledging to be a "value for money mayor" and "always spend taxpayers' money wisely". However, he has been accused of scrapping such commitments by shelling out ￡31,860 on a new logo for the combined authority, raiding taxpayer pockets to fund a new minimalist design that was "selected to portray authority".

       The controversial move has been criticised by constituents and councillors for its huge expense as well as its replacement of the iconic White Rose emblem, which has been an important symbol for the county since the Tudor period. The "woke" replacement consists of interlocking dark green lines, intended to reflect an "economic growth narrative" and "celebrate [the] region's heritage and rurality with an innovative twist", according to council documents.

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       Social media commentators dubbed the new logo "ugly", with one questioning why nearly ￡32,000 had been spent on "something I could make on MS Paint in 5 minutes".

       Chris Steward, Conservative leader at City of York Council, also described it as a "staggering waste of money".

       He also suggested that the mayor would be better off focusing on "transport, homes and the economy" rather than "gimmicks, expensive branding and bizarre logos".

       Tory member of North Yorkshire Council Keane Duncan had similar concerns, declaring that Mr Skaith's pledge to deliver value for money had been left "in tatters", with the scrapping of the White Rose symbol a "betrayal" of Yorkshire voters.

       "Almost ￡32,000 is quite frankly a scandalous amount for the Mayor to spend on a logo," Mr Duncan added. "[And] it omits the White Rose that has been a symbol of our great country since Tudor times."

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       The councillor added that the logo had been labelled "ugly, cringeworthy and woke" by locals. "Are there any designers out there who could produce an improved logo that restores our famous White Rose?" he wrote on X.

       "I can't offer any sort of reward, but you'd certainly be doing Yorkshire proud."

       The new logo will be subject to approval at a council meeting on Friday. A report produced ahead of the decision said the design's interlocking lines showed "the connectivity between communities" with its chequered centre a nod to "our dedicated policing, fire and crime services".

       Mr Skaith said:“As Mayor I am dedicated to ensuring value for money. Investing in building a strong unifying brand that can be used across all aspects of York and North Yorkshire Combined Authorities work is vital. A strong professional brand will support our organisation as we seek inward investment, manage our region's transport network, and build safe places for all.

       “At inception a rebrand was always agreed and doing this now will save on implementation as the Combined Authority grows and delivery rolls out. This was funded through a pre-approved core budget and was delivered under cost. The brand is intended to stand out and stand up boldly alongside other Combined Authority brands. Our current logo doesn't include a white rose, and this logo was designed to draw on our natural landscape and regional heritage.

       "I get that branding is subjective, some people will love it, and some people will hate it - that's fine. As a business owner I know the importance of making sure you put your best foot forward as you sell yourself regionally, nationally, and internationally."