City: Reports of new Cape Town logo misleading

2014-02-21 12:42
The reported new logo. (File, Twitter)

The reported new logo. (File, Twitter)

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Cape Town - Media reports on a new logo for the City of Cape Town are “misleading”, the city said following reports on Friday about the new branding.

The Cape Argus on Friday reported that the proposed new logo had been presented to the council for approval next week and that three people who attended the “Top 500” managers event, where the logo was unveiled, confirmed the design.

But the city said in a statement on Friday that the “new corporate identity” published by certain media outlets was incorrect and “does not officially exist”.

The Argus quoted Cape Town city’s media manager Priya Reddy as saying that a review of the metropole’s current corporate identity and accompanying tagline - “This city works for you” - was found to be “completely misaligned to this government’s vision”.

Mayor Patricia de Lille will on Monday brief the media about the proposed new corporate identity and tagline.

The city said no new budget is being allocated to the branding and De Lille will explain the logic behind the proposal to council.

“If approved by council, the implementation of the new corporate identity will be phased in over a number of years, using the existing budget that is utilised to maintain and communicate the existing corporate identity,” the city said.

Reddy said the associated cost of the new logo was R313 720.

The Argus however quoted “city insiders” as saying that it could cost the city an estimated R100m to implement the new identity, which would appear on stationery, uniforms, vehicles and other goods.

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