Victoria Police Department renaming could carry big price tag

Costs of including Esquimalt in name could be offset by piecemeal changes

The Victoria police's Dodge Charger cruisers will be relabeled as part of the department's renaming to the Victoria and Esquimalt Police Department.

The cost of rebranding the Victoria Police Department when it officially becomes the Victoria & Esquimalt Police Department is estimated to be well over $100,000.

That price tag would apply “if we were to stop today and reprint everything, issue every new shoulder flash for every officer’s shirts and jackets, and do the cars and do the police station, and flags and business cards – the whole nine yards,” said department spokesperson Const. Mike Russell.

The name change was among several changes announced last week by Justice Minister Shirley Bond, when she revealed that the Victoria department will continue to police Esquimalt.

The township had hoped to switch to the RCMP.

After examining the issues aggravating the Esquimalt-Victoria policing relationship, a third-party mediator recommended the name change “to indicate there is a new way of doing business …”

Among Jean Greatbatch’s recommendations to the minister was that the Victoria & Esquimalt Police Board create a plan and budget to change the department’s communications materials – plus car decals and uniform shoulder flashes – to reflect the new name within six months.

The department last took on a new corporate brand identity in 2008, when it adopted a silver crest, at a cost of $15,000, and built an image around the VicPD name. The department adopted its current crest in 2010, in a process that was rolled out over several months to save money.

“When the new fleet comes, instead of redoing the old Crown Victoria (cars with the new crest), we just do the new Chargers with the new graphic,” Russell said.

A similar approach could save the department tens of thousands of dollars during the upcoming renaming process.

“It’s not like we throw everything out and start new,” Russell said.

emccracken@vicnews.com

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Saanich Police respond to petition for new police agency on Lindsay Buziak murder case

Petition asks Public Safety Minister to to help find justice for slain realtor

Grave site at Ross Bay Cemetery vandalized overnight

Graffiti found on grave of Sir James Douglas

Petition calls for suspension of Victoria councillor Ben Isitt

Isitt says petition ‘does not provide a reliable barometer of public opinion’

North Saanich man fears tougher moorage policies could cost him his home

Stewart Jackson has been living on a boat off Lillian Hoffar Park for about four years

Greater Victoria Crime Stoppers wanted list for the week of Feb. 18

Greater Victoria Crime Stoppers is seeking the public’s help in locating the… Continue reading

POLL: Do you support the proposed changes for ICBC?

Tuesday’s provincial budget predicted a shift from shortfall to surplus in wake… Continue reading

Health officials confirm sixth COVID-19 case in B.C.

Woman remains in isolation as Fraser Health officials investigate

Study says flu vaccine protected most people during unusual influenza season

Test-negative method was pioneered by the BC Centre for Disease Control in 2004

Saskatchewan and B.C. reach championship round at Scotties

British Columbia’s Corryn Brown locked up the last berth in Pool B

Resident discovers five discarded hog heads in Vancouver Island ditch

WARNING: Graphic image may be upsetting to some readers

Canadian Premier League announces 2020 home dates for eight-team circuit

Pacific FC hosts FC Edmonton on April 11 in Langford

B.C. lawyer, professor look to piloting a mental-health court

In November, Nova Scotia’s mental-health court program marked 10 years of existence

Most Read