A shopping centre in Romford has received a mixed response to the look of its proposed new signage as part of a rebranding effort.

Havering Council has approved plans for four new entrance signs, two chimney signs, and a welcome totem for The Brewery, located in Waterloo Road.

These signs will feature a new logo, showcasing a bright yellow 'B' against a black background.

The redesign is part of a broader strategy to refresh the shopping centre’s image.

The decision to approve the new signs came with specific conditions.

These conditions dictate how bright the signs can be and what types of images can be displayed.

Despite the council's approval, Recorder readers have expressed mixed feelings about the new branding.

Some believe that the money spent on the new signs could be better used to address other issues within The Brewery.

Claire Kerr said: "I would rather the money was allocated to removing extortionate car parking fees, that the place was jet washed and cleaned to remove dirt and chewing gum, that the litter was removed.

"A new sign doesn't fix the current problems and won't stop customers."

Janah Taylor also voiced her concerns, saying: "Sort out the frequently broken escalators and lifts, refurbish the bus stop, install some public toilets and clean the whole place up before worrying about the branding.

"It's a dump!"

Other residents echoed similar sentiments with Dawn Povey saying: "Spend the money cleaning the place!!"

Frankie Thornton added: "Don’t need new signs, need a whole new Romford," while Ian Meyers expressed nostalgia, saying, "I think it would be better if it were still a brewery!"

A spokesperson for the Brewery said it understood concerns about the rebrand.

But they added: "We want to assure you that this investment is not only necessary but also long overdue. The original signage has been in place for 25 years, and it’s time for an update that reflects the modern and welcoming image we want to project.

"This rebrand is also part of a larger initiative aimed at improving the town's overall appeal.

"The updated signage will be complemented by significant investments in lighting, which will not only enhance the visual appeal of The Brewery but will also make the area feel safer, especially during the evening.

"In addition, the new signage will make it much easier for visitors to navigate the centre, ensuring they can quickly find shops, restaurants, and our leisure destinations."

The shopping centre says it has a cleaning team on site every day with an extra schedule for deep cleaning throughout the year.

It has also invested in more cleaning equipment and technology.

While many residents were critical of the new signs, some see potential in the rebranding.

Councillor David Taylor said: "I like it!

"And I think the inside of the B looks like an R, for Romford!"

Andrew Cassidy called it "a bold, impactful design."

Justin Raulli said: "I assume it's coloured amber due to the link to it being a former brewery, not bad overall."

But Scott Commons labelled the design "uninspired". 

"Could have achieved the same outcome or better by asking primary school children to come up with the design."

Concerns about the shopping centre's overall condition were also raised.

Daryl Burge said: "Repair and maintain the place not spending money on a rebrand."

The Brewery spokesperson added: "It’s important to note that this is about more than just signage - it’s about creating a more inviting and vibrant town for both residents and visitors.

"We believe these improvements will benefit everyone, from our businesses to the wider community.

"By making the town a more attractive place to visit and spend time in, we’re supporting the local economy and fostering a positive atmosphere.

"Furthermore, we’re committed to working closely with the Romford Business Improvement District to enhance town safety and provide additional support to our security team through My Local Bobby."