Tessa Martin of Fresh Bread marketing consultancy who is behind the new logo said of it: "The new logo, with its idiosyncratic 'swirl' above the 'i' indicates intrigue, mystery and drama expressed with a spot of humour and fun too. It also reflects the twists and turns of the landscape and might conjure up thoughts of the seaside, sea, an ice-cream, the harbour and fish."

Unfortunately for the town, which already suffers the notoriety of the second highest teenage pregnancy rate in the county, critics have argued the logo looks like sperm.

Bloggers have had a field day with the similarities, some suggesting the town markets itself ‘most fertile town in England’, while others proposing it renames itself ‘Ilfracum’.

Martin, in reply to the critics, said: "If some see a sperm so be it, a sperm represents life and i think that is a positive thing. There is real energy, and vibrancy in the town now - it is full of life, with its bustling harbour, fabulous restaurants, theatre and it offers the full coastal experience for all the family - Take another look, you may be surprised!"