Designer Tessa Martin came up with the “idiosyncratic swirl” as part of a campaign which cost council taxpayers £5,000. It is supposed to get people to “take another look and be surprised” by Ilfracombe, Devon.
But traders in the resort – second worst place in the county for teen pregnancies – claim it makes them a laughing stock.
One said yesterday: “We have this problem and now we crown our town’s name with a wriggling sperm. It’s a costly joke.”
But town councillor Paul Crabb defended the new logo, insisting: “The squiggle is what your mind’s eye makes of it. It’s a way of making us feel fresh and vibrant. I think the inspiration came from the way Fore Street winds down to the harbour. If nothing else it could do wonders for our growing hen and stag night businesses.”
County council spokeswoman Ellen Vernon said: “It reflects the harbour, waves, fish and ice cream. Before we finished it we knew some people thought it was like a sperm. But you can’t please everyone.”
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