The undertaker who undertook the 175-mile journey from Balmoral to the capital has apologised for leaving his logo in the hearse window.
As the eyes of the world fell on the Queen’s coffin as it left Balmoral Castle, viewers could clearly see branding for the undertaker who was carrying out the official role.
There was immediately a backlash from some on social media who described it as “naff and disrespectful” with others saying it was “sad” to see it there in first place.
The hearse carrying the coffin of Queen Elizabeth II, was draped with the Royal Standard of Scotland with a wreath of flowers picked from the Balmoral Estate.
The advertising logo of Edinburgh-based William Purves Funeral Director was seen in the window of the hearse in the Queen’s cortege by millions watching the TV pictures across the world.
The company’s website crashed moments after it was first seen. Many viewers took to social media to share their thoughts, and in some cases anger, on the logo being on show.
Logo in place until Brechin Castle Centre
The logo stayed in place on the vehicle as it passed through Aberdeenshire, Aberdeen and into Angus.
The logo was still witnessed on the vehicle until the cortege drew into Brechin Castle Centre.
After the fleet of seven vehicles pulled into the castle to give those members of the cortege a comfort break – the hearse re-emerged without the logo.
While there was some suggestion that the hearse had been changed for a second vehicle that was in the cortege – it appears that the logo was simply removed.
Tim Purves, chairman of William Purves, later apologised.
He said: “William Purves is proud to be part of the dedicated team who have cared for our late Queen with dignity and discretion since her sad passing.
“Rehearsals for the procession from Balmoral to Edinburgh have taken place regularly over many years, with every detail considered.
“For William Purves, we were required to change the colour of our signature silver Mercedes limo to black in line with Royal protocol.
“Our logo, which is part of the standard livery on all our funeral vehicles, and which is a common feature in the sector, remained in place.
‘We removed the logo’
“On Sunday September 11 during the procession, we became increasingly aware of the attention our company was receiving which should, rightly, be directed to Her Majesty and in response, we removed the logo on the first possible occasion.
“We have never sought to gain any PR from our involvement with HRH and the Palace. For us it is has been a true privilege to have cared for our Queen and her family. We will continue to do this until Tuesday evening.
“I would like to thank you for your support as we navigate the protocols and sensitivities during this unprecedented time.”
For full coverage of Her Majesty’s cortege as it made its way from Balmoral to Edinburgh CLICK HERE.
This story was amended on September 13, 2022. It originally made reference to the visible logo on the hearse having been “against Royal protocol”.
We have been advised by William Purves Funeral Director that there was no breach of formal protocol involved and that it was removed en route as a result of the adverse public attention it was receiving. We are happy to clarify this point and apologise for any confusion.