New police force logo to 'create a strong identity'

Image source, Thames Valley Police

Image caption, The River Thames is represented by the blue line running through the logo's centre

A police force said a new logo, which it started to roll out publicly this week, will help "create a strong, clear and modern visual identity".

Thames Valley Police, first established in 1971, said its previous logo had been used for more than 30 years.

But it said it was "dated" and "far too complex for everyday use".

To "keep costs to a minimum and avoid unnecessary waste", items with the new logo will be only be replaced when necessary.

Image source, Thames Valley Police

Image caption, Thames Valley Police said its previous logo was "too complex"

The force said that will mean the transition to the current logo would take a few years.

Buckinghamshire, Oxfordshire and Berkshire Constabularies, Reading Borough Police and Oxford City Police were merged to form Thames Valley Constabulary in 1968.

That became Thames Valley Police in 1971.

The new logo's five crowns represents the previous five forces and the River Thames is represented in the centre of it.

The logo's design came at no added cost to the force because it was done by its own in-house designers, it said.

A logo was used from 1971 until the 1990s, when the former one was rolled out.

But the force said that logo's "fine details" meant it was not easy to copy onto badges, ID cards or online.

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