The eThekwini Municipality's R2.8 million logo rebranding was brought up at a council meeting in Durban.
Image: File
The eThekwini Municipality has concluded its public engagements regarding a highly debated R2.8 million logo rebranding initiative.
These consultations, which began on January 5 and ran until February 19, 2026, aimed to garner community input on the new visual identity for the municipality.
Extended across various platforms, including local radio stations, Sizakala centres, social media channels, newspapers, and the municipal website, officials are eager to ensure that the voice of the community is reflected in the proposed changes.
The campaign was designed not only to inform stakeholders but to actively involve them in the rebranding process, a move viewed as essential in fostering community trust and transparency.
However, Councillor Samier Singh, DA eThekwini Whip for Governance and Human Resources committee, brought up the matter at a council meeting on Thursday, stating he was concerned about the municipality’s priorities.
“Even within an existing communications budget, every rand spent must be justified against urgent service delivery backlogs. The DA believes that financial prudence and opportunity costs must guide decision-making. Residents expect clean water, functioning sanitation, and safe roads before a new logo,” Singh said.
He said the DA will continue with its oversight to ensure full transparency and compliance in every stage of this project.
“While the administration states that public consultation has taken place and that the logo will return to council for adoption, we maintain that genuine public buy-in must go beyond promotional campaigns. Residents must be convinced that this exercise reflects their needs and aspirations — not political branding.”
Singh added that rebranding does not fix potholes, stop sewage leaks, or create jobs.
“Our role is to ensure that every decision taken by this municipality is rooted in accountability, sound financial management, and the urgent need to restore basic service delivery.”
Mandla Nsele, the municipality’s director of Marketing and Communications, explained the phases of the project and the three main deliverables
“The first phase of staff engagement roadshows took place between July and November, focusing on reinforcing organisational culture and promoting a customer-centric service ethos among municipal staff,” he said.
Nsele added that municipal employees are at the heart of the rebranding project and are expected to participate. The second phase will commence with the introduction of the new logo.
“As a people-led process, the municipality has intentionally created opportunities for public participation, particularly by inviting local designers and creatives to submit logo concepts and designs that they feel best represent a united, inspirational, diverse, multicultural, and dynamic city,” Nsele said.
He added that the creation of a professionally designed logo embodies the municipality’s identity, values, and vision. It also includes the development of a comprehensive corporate branding manual.
“To curb future expenditure, the implementation will be phased over five years, with existing municipal assets such as uniforms, signage, and stationery used until the end of their normal lifecycle. It is also important to note that no new funding has been allocated for this programme.”
Nsele said that most project activities are being conducted in-house, with only 23% of the total project outsourced. He added that the appointed agency was selected through a competitive bidding process, in line with municipal procurement regulations.
zainul.dawood@inl.co.za