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Progress made with rebranding of the City
THE journey to rebrand eThekwini Municipality as well as the City of Durban was outlined in a report tabled at an Executive Committee meeting on 24 July. This follows the approval of a review of the eThekwini Municipality brand on 28 June 2017.

This approval gave authority to City Manager Sipho Nzuza to embark on a rebranding process and to establish a project team to ensure implementation. Nzuza has since appointed a project team, led by the Deputy City Manager of Governance and International Relations Sipho Cele, to embark on the brand review process. The rebranding process will be guided by a format which includes consultations with various stakeholders, competition on the City’s new logo, calls for proposals using local and mainstream media to invite residents to submit proposals as well as the appointment of a service provider to capture, design and refine the public’s concept.

The rebranding exercise is scheduled to take place over six months with implementation of the new brand taking place over three years. Public participation is also part of the process with two focus groups being established. The first group will comprise of City officials, religious leaders and business people. The second focus group will consist of members of the Executive Committee and councillors from the Governance and Human Resources Committee. The political focus group will also serve as an oversight committee.

The external consultation process will see the project team interact with Brand South Africa and hold focus group discussions with the chambers of business, the youth, non-profit and nongovernmental organisations as well as Amakhosi. EThekwini Mayor Zandile Gumede welcomed the report. “This is not just a logo, it is a brand which will serve to further attract investors. We will have one image for the City,” she said.

Chairperson of the Governance and Human Resources Committee Councillor Barbara Fortein said: “We have discussed the merits of rebranding and this is a plan of action.” Deputy City Manager of
Economic Development and Planning Phillip Sithole said rebranding is not just about a logo but was about defining a City and how it was received.

charmel.payet@durban.gov.za 
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