A new council image featuring a giant W was unveiled last week, with criticism over the ditching of the stylised cormorant which was the centrepiece of the logo adopted by the amalgamated Rural City of Wangaratta 25 years ago.

Mayor Dean Rees acknowledged that feedback, on Monday telling The Border Mail the cormorant could complement the W.

He also suggested the likeness of the new Wangaratta logo to that used to promote the Upper Murray could be a catalyst for the bird's inclusion.

"There's similar strokes of the brush there," Cr Rees said of the two designs.

"We'll discuss that further in our briefing sessions and I'll bring that up to the council and perhaps that gives us the opportunity to look at how we can bring in cormorants."

In the Pangerang language Wanga means long neck and Ratta cormorant.

Cr Rees said he welcomed feedback and conceded consultation 12 months ago on the move to a new look could have been different.

However, he said there had been "a tirade of bullying" in online commentary and "100 per cent" rejected former councillor Lauren McCully's belief that regardless of feedback the logo is a "done deal".

A Melbourne design firm rather than a Wangaratta business was hired as "there wasn't a local company with the knowledge or skill base to handle such a big project and a couple of people employed by this company are Wangaratta people", Cr Rees said.