Sheffield City Region name change and rebrand to come this year

The Sheffield City Region will be rebranded with a name change to better reflect the geographical make-up of the area, documents reveal.

Monday, 25th January 2021, 8:47 am

The authority, which brings the four regional councils together on things like transport and active travel, is set to be called the South Yorkshire Combined Authority (SYCA).

The Sheffield City Region was created to reflect councils in Derbyshire and North Nottinghamshire which were part of the authority and were closely linked economically.

The name was agreeable but privately, critics said it alienated other parts of South Yorkshire that weren’t Sheffield.

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Sheffield City Region Mayor Dan Jarvis MP

But a shift in Government policy meant places like Chesterfield and Worksop had to join Local Enterprise Partnerships (LEPs) in their respective counties away from the rest of South Yorkshire to which they were former members.

Any name change and new branding is not expected to come into force until after this year’s local elections in May. Costs associated with the changes are expected later in the year.

Stephen Batey, director of the mayor’s office, said: “Renaming of the Mayoral Combined Authority from the Sheffield City Region to South Yorkshire Combined Authority, or a variant, would potentially reflect betterthe identification residents across the region have with South Yorkshire rather than the current Sheffield City Region brand.

“The SCR brand was developed to recognise a wider economic footprint taking in the geography of the non-constituent Council areas. As this no longer applies to the LEP or the Mayor and as described above no longer relates to the core business of the MCA it may be considered appropriate to change the name and rebrand.

“An opportune moment to introduce the new brand could be after the local elections, assuming these proceed, in May.

“The period from end-Jan to May will be used to prepare costed proposals, including proposed changes to marketing as well as the website, logo, building name and other branding, including considerations around integration with the passenger transport executive.”

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