The town sign depicts the legend of John Chapman
"The Pedlar of Swaffham". John had a dream that if he went to London Bridge he would hear good news. When the dream was repeated the following night, John packed his bag and walked to London with his dog.
He stood on London Bridge waiting for the promised news.
As the hours passed, a shopkeeper who had been watching him asked if he needed help.
John told him his dream, and the shopkeeper laughed, saying that if he believed in dreams he would be in a place called Swaffham, where ever that was, digging up gold under the apple tree of a man called Chapman, but he didn't believe in dreams. John quickly made his way home to Swaffham and dug under his apple tree where he found a small pot filled with gold coins. He hid the coins and cleaned the pot, finding a strange inscription. As he couldn't understand the inscription he put the pot in his shop.
A few weeks later a monk entered the shop and after picking up the pot, he translated the inscription ...
'Under me doth lie, another richer far than I'
When the monk had gone, John quickly dug under his apple tree again, much deeper this time, and eventually found a much larger pot again filled with gold.
Soon after, the inhabitants of Swaffham decided to rebuild the church, and were very surprised to find John offering to pay for the north aisle and the tower!!