THE Bluff Ratepayers and Residents Association (BRRA) has expressed shock and disappointment over eThekwini Municipality’s decision to spend R2.8m on rebranding the logo.

The BRAA said this initiative happens at a time when the municipality’s infrastructure is collapsing and essential services are failing.

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However, the municipality said the goal of the rebranding project is to create a new logo that reflects the City’s evolving identity, future aspirations and a brand that resonates with all eThekwini residents and stakeholders.

Deputy chairperson of the BRRA, Allison Schoeman, said the municipality’s claim that this rebranding exercise is intended to “improve service delivery and organisational culture is careless and thoughtless”.

“It is unfathomable that such a statement could even be made with a straight face, when thousands of residents are living without water, struggling with power outages, driving on crumbling roads, and wading through sewage in their homes and communities.

“Let us be clear: rebranding a logo will not, in any way, contribute to actual service delivery. Logos do not fix broken pipes. Logos do not fill potholes. Logos do not keep the lights on. And logos do not restore dignity to residents who are suffering under municipal failure,” said Schoeman.

Shoeman said while the municipality claims that the R2.8m is not being drawn from service delivery budgets, this argument misses the entire point.

“This tone-deaf initiative only confirms what communities across eThekwini already know – that the municipality is out of touch with the reality on the ground.

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“Residents are not calling for cosmetic changes or slick branding campaigns. They are crying out for a municipality that delivers services, ensures accountability, and manages public funds with wisdom and urgency,” she said.

BRRA demands that Exco suspends the rebranding

“We demand that the executive committee immediately suspend the rebranding project and redirect all discretionary funds toward infrastructure recovery, safety, and essential services. We will not stand by while our rates are wasted on symbols while the substance of governance crumbles,” she said.

eThekwini Municipality’s response

Meanwhile, the municipality calls on residents to be part of the process as it is currently undergoing a brand transformation journey.

Council approved the project to review the municipality brand in June 28, 2017

In a statement, the municipality 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.

“Therefore, the goal of the rebranding project is to create a new logo that reflects the City’s evolving identity, future aspirations and a brand that resonates with all eThekwini residents and stakeholders,” read the statement.

According to eThekwini, the new logo will symbolise unity, a commitment to enhanced service delivery, and a responsive municipal administration.

“The rebranding project should not be viewed in isolation, rather it is an integral part of the City’s broader marketing strategy aimed at strengthening the City’s identity and promoting its marketability,” the municipality said.

The cost includes participation campaign

The costs of the rebranding project includes:

• Public participation campaign on community and mainstream media
• Roadshows to internal departments
• Campaign concept development
• Competition prizes, professional design of the new logo, and the production of a branding manual.

The municipality dismissed previous reports suggesting that millions of rands will be spent on the City’s logo and municipal branding as not true.

“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,” the municipality said in a statement.

A progress report on the implementation of the project was tabled at the Governance and Human Resources Committee special meeting held on March 20.

The report, along with its implementation plan, will be submitted to the City’s Executive Committee for their review before the project is launched.

Head of the municipality’s communications unit Mandla Nsele said, “The municipality is serious about service delivery and has allocated funding to address the needs of communities. Therefore, the rebranding project is not about the logo, but this process also seeks to tackle service delivery challenges through inculcating a service delivery ethos among employees. This includes improving the organisational culture and instilling “Batho Pele” principles as the cornerstone of improving service delivery.”

Nsele said a public consultation process will be held soon.

An internal communication and brand steering committee has been established to ensure that the municipality staff are also part of the journey and guide the process.

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