We spent some time staying with friends in what I thought was Surrey this week- except that their local council has decided to call itself Elmbridge, presumably on the basis that it sounds nice, as there doesn't actually seem to be a place called Elmbridge in the vicinity. But hey, why should that stop a go-ahead, hands-on, can-do sort of council making up a name for itself? Naturally, they need a slogan, and the one they've come up with - and it must have taken the PR boys and girls a lot of head-scratching- is "...bridging communities..." And yes, the dots are an integral part of it. I expect the dots added a few £k to the bill. Where to start with this? First, the dots are just silly and unnecessary. Second, how, exactly, is bridging being used here? They must mean something like "providing a bridge between communities" but that isn't as snappy is it? At least, though, it would make some sense. Of course, the use of the plural communities inplies a divided community, and that the council is some sort of UN peacekeeper force called in to keep the warlike residents of Esher and Walton-on-Thames from wiping each other out. Surprisingly, they aren't twinned with Sarajevo.
I suspect the real reason for the slogan is the feeble pun it contains. The fact that it's utterly fatuous is, in the eyes of the councillors, clearly not an issue.