Local councillors have spoken of a “sadness” in the area at the news the Halifax banking brand which has “defined the town” is to be scrapped and rebranded to Lloyds.Halifax was founded in West Yorkshire in 1853 and grew to become one of the UK’s largest building societies.Lloyds Banking Group, which has owned Halifax since 2009, said there is nothing that customers need to do and they will be contacted about the changes.The banking giant confirmed the move after reports in May said it was considering phasing out Halifax as a standalone brand.Scott Patient, who was the deputy leader of Calderdale Council until recently, said he feared the move could be “retrograde” and might be “more damaging to (Lloyds) than they realise”.Mr Patient said: “It’s a well known and well loved brand that really has defined the town, not just here but across the country and further.“In this age of consumerism and mass capitalism it’s a shame it’s not thinking about the brand value, and the pride people have in towns and places.”He said: “From people I’ve been speaking to across Calderdale about it, there’s a real sense of : ‘Why, what’s the point?’“I think that sense of place is so important to people.”Mr Patient said that losing something “that feels essential to the town’s appeal” could be a “retrograde step”.He said: “I’ve no idea why they’ve done it. I think it might be more damaging to them than they realise.“It’s a shame, they’ve just invested a lot of money into their headquarters, they’re clearly investing in Halifax, but I feel with one hand they giveth and with the other hand they taketh away.“I think once you have something that’s existed for that long, there’s a real sense of pride, that we’re a place, not just a bank.”He added: “Halifax is a classic example of one of those northern towns.“There’s a big political national discussion about places feeling left behind, and it feels really ill-timed to make these changes.“I’m sure they’ll have their stock corporate response, but once it’s gone, it’s gone.“Once you’ve got rid of something that people are so attached to and really proud of, it’s really hard to get back.”Halifax customers will be contacted about the change in the coming days and weeks (Jonathan Brady/PA) (PA Archive)Reform councillor Dan Sutherland, Calderdale Council’s leader, said “We are disappointed that Lloyds Banking Group has decided to gradually phase out the use of Halifax Bank as a standalone brand.“We know the Halifax brand is important for many generations of local people, who care about the town’s heritage and are proud of the brand’s part in our local traditions, family history and Halifax’s profile across the world.“As Calderdale’s largest employer, the banking group’s relationship with Halifax as a place remains strong and enduring.“We are reassured that Lloyds has made it very clear that the business is absolutely committed to the town, having recently invested £116 million into a major transformation of the iconic head office building at Trinity Road, to make it fit for the future.“I will be meeting with senior colleagues at Lloyds in the coming weeks to strengthen our long-term working relations.”Calderdale Labour Group said it was “deeply disappointed” by the decision retire the Halifax brand after more than 170 years.In a statement, the group said: “The Halifax name is more than a banking brand – it is part of our town’s identity and heritage, recognised across the UK and beyond.“For generations, local people have been proud of the name and what it represents.“While we welcome the commitment to keep branches open and protect customers’ accounts, many residents will be saddened to see such an iconic name disappear from our high streets.“We urge Lloyds to recognise the significance of the Halifax name and to demonstrate its long-term commitment to our town and the communities it serves. Halifax deserves to be celebrated, not erased.”