THE eThekwini Municipality’s announcement that it is embarking on a rebranding project that will help it improve service delivery and organisational culture has been met with resistance.

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The city council had approved the project to review the municipal logo at a meeting held on June 28, 2017.

The current logo was introduced in the year 2000 as part of the consolidation of all Durban local councils into the eThekwini metro.

eThekwini spokesperson Gugu Sisilana said the cost for the logo change is R2.8m.

“The costs includes public participation campaign on community and mainstream media calling for proposals, roadshows to internal departments, campaign concept development, competition prizes, professional design of the new logo, and the production of a branding manual,” said Sisilana.

She added that the rebranding will not immediately require a complete overhaul of municipal uniforms, vehicle branding, signage, stationery and assets but this will be done in a phased-out approach over a five-year period.

Councillor Thabani Mthethwa, the eThekwini council DA caucus leader, said his party has launched a petition to halt the project. It also demands that the funds be redirected towards essential services.

“The DA is deeply concerned that once the new logo is finalised, the rebranding will require a complete overhaul of municipal uniforms, vehicle branding, signage, stationery, and other assets — potentially costing ratepayers millions more in funds that the city simply does not have,” said Mthethwa.

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