Ethekwini faces rebranding backlash

ETHEKWINI Municipality’s R2.8 million city rebranding proposal to improve service delivery will be disccontent by residents.

- ZANULI DAWOOD [e-mail]

Head of eThekwini communications unit Mandla Nsele said the municipality is undergoing a “brand transformation journey” that calls for an assessment as part of this process. Nsele said that the current Municipal brand, commonly referred to as the ‘Durban’ logo, its design was introduced around the late 2000s as part of the consolidation of all Durban local councils into the eThekwini Metro.

“Over time, several anti-brands were developed internally, which bore little to no visual connection to the main brand. Externally, residents do not relate to the current logo. Therefore, the goal of the rebranding project is to create a new logo that reflects the city’s evolving identity and future aspirations and one that resonates with all eThekwini residents and stakeholders,” Nsele said.

The new logo is expected to symbolise unity, a commitment to enhanced service delivery, and a responsive Municipal administration.