The eThekwini Municipality's R2.8 million city rebranding proposal includes changing this dome-shaped logo.
Image: File
eThekwini Municipality's R2.8 million city rebranding proposal to improve service delivery was received with discontent by residents.
Head of eThekwini communications unit Mandla Nsele said the municipality is undergoing a brand transformation journey and calls on residents to be part of this process.
Nsele said the current municipal brand, commonly referred to as "the Dome" due to its design, was introduced around the year 2000 as part of the consolidation of all Durban local councils into the eThekwini Metro.
“Over time, several sub-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 create a brand 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. The associated cost for the rebranding project amounts to R2.8 million.
Councillor Thabani Mthethwa, DA eThekwini caucus leader, demanded that these funds be redirected toward essential services.
“We call on the residents and businesses of eThekwini to make their voices heard to ensure that taxpayer money is spent wisely and in the best interest of the people. eThekwini is still recovering from multiple crises, including the economic impact of Covid-19, five catastrophic floods, ongoing power outages, water shortages, and a failing infrastructure network,” Mthethwa said.
Nsele said that the budget for the rebranding is not sourced from service delivery units but forms part of the Communications Unit budget, which is mandated to communicate service delivery programmes, and promote and market the city.
Nsele said there will be a rigorous public consultation process.
S'bu Zikode, president of Abahlali baseMjondolo Movement, said that the residents needed houses so that the 580 informal settlements were eradicated.
Zikode was concerned that the city would bring up this issue given the poverty levels in the metro, unemployment, lack of houses, and interrupted water supply.
He said it also suggests that the municipality has a lot of money and does not know how to use it, adding that people were left homeless after the recent floods.
“Some parts of the metro do not have water for months. The municipal management has displayed a lack of care for residents and is out of touch with what is happening on the ground. They do not understand the priorities of the people. They know if they engage with key stakeholders, we will object. It is disappointing to hear about this proposal,” Zikode said.
Marlaine Nair, a member of the KwaZulu-Natal Legislature and chairperson of the KZN Cooperative Governance and Traditional Affairs (COGTA) Portfolio Committee, said the municipality should use the communications budget to educate residents on land invasion, the impact of the destruction of the Durban Metropolitan Open Space (DMOSS) on climate change, building on flood plains, wastage of water, and impact of dumping.
“Even suggesting rebranding is a slap in the face of residents. Municipal leadership must be fine-tuned to the needs of residents. They should use the budget accordingly. This rebranding project, introduced at a time when the city is grappling with service delivery issues and flood damage, is enough to fuel the anger of ratepayers,” Nair said.
zainul.dawood@inl.co.za