Bradford College bosses have come under fire for spending £200,000 on new branding at a time when adult education courses are being cut, fees increased, and a campus closed.

Councillor Matt Palmer (Con, Wharfedale) uncovered the cost of the new look by using the Freedom of Information Act.

He had been part of a campaign to save the Burley Grange campus in Burley-in-Wharfedale, which was closed last year following a £2.2 million cut in funding for adult learning in the district.

Today he said: "It is beyond belief that Bradford College is spending £200,000 on branding at the same time as closing Burley Grange, and cutting courses, students and part-time lecturers right across Bradford district."

The college decided to stop providing courses at the campus, which had 700 students last year, as part of the cutbacks, which have affected adult education across the country.

Now the rebranding exercise, which cost £50,000 in research and design, will involve a further £150,000 being spent on changing signage and stationery - something, the college said, would be done as needed.

College principal and chief executive Michele Sutton defended the rebranding, which incorporates a dark green letter B logo, as being "vital" to ensure the college's successful future.

But Coun Palmer said: "This shows complete disregard for the students and many others who would have liked to study courses near their home and will no longer have the chance to do so.

"How will current and former part-time lecturers feel to know that their jobs have been cut so the college can spend £200k on a glow-in-the-dark green B that most designers would have a hard time charging £5 for?

"This latest example is not just about incompetence, it is about a complete disregard for students and education in the district. While our schools are trying hard to improve, our College seems committed to failure."

Miss Sutton said the rebranding exercise was an investment which would reap long-term rewards.

She said: "Anyone who understands business knows that it is vital to invest in long-term marketing and branding strategies in order to attract, retain and satisfy customers. Such investments will lead to returns in the long term and ultimately benefit the Bradford economy.

"Colleges have to constantly evolve and focus their resources in order to deliver a changing Government agenda. Therefore Bradford College's agenda has to focus on serving 16-19 year olds, the training needs of businesses in Bradford and adults looking for the skills they need to enter employment."

Miss Sutton said as Bradford was a £55 million college, serving more than 25,000 students from almost 80 countries it had to be managed like a business.

She said: "The investment in the college's rebranding is not an additional cost and the majority of it has not yet been spent. This money had already been allocated to support long term maintenance, refurbishment and replacement of internal and external signage, promotional materials and stationery."

She also stressed that Government cutbacks nationally in adult education funding led to the closure of Burley Grange and that the college is required to provide courses that meet the Government's priorities, namely 16-19 year-olds.

e-mail: jo.winrow @bradford.newsquest.co.uk