THE royal coat of arms emblazoned on the walls of law courts and Government buildings dates back to the time of Edward III.

The Ford Motor Company's logo was devised in the 1920s.

Yet time is being called on the logo at the entrance to the Belasis Hall Technology Park, Billingham, after just 13 years.

For new owner, One NorthEast, plans to replace it with its own corporate logo.

The reason for this is lost on Julian Phillips.

He designed the park's symbol of resurgence - an arrow emerging, business-like, from the glowing embers of the past.

"I think 13 years is a short time in a logo's life, during which time it has stood as a hallmark of Teesside quality," said marketing consultant Mr Phillips, who is based at the park. "I think it devalues our sub region."

The technology park - the first in the area - was launched by ICI and English Estates.

Jonathan Blackie, director of strategy for One NorthEast, argues that the logo has outlived its use.

He said: "We certainly appreciate his design. Belasis had its own design when it first developed, but we are now 13 years on. About two years ago, we dissolved the partnership on the basis it had succeeded in its initial objectives.

"We now see it as one of the jewels in the crown in our portfolio of sites across the region. We think it is important to update the image of Belasis as one of our strategic industrial locations.

"When One NorthEast was created we wanted to create one logo for the region. We have a modern image and a very positive logo which reflects the new image of the region.