Cape Town's new logo: the real deal

2014-02-24 12:53
Cape Town – Executive Mayor Patricia De Lille said "leaks & gossip have done a great disservice to the people of Cape Town" after a number of newspapers published incorrect reports about a multi-million-rand new look for the City of Cape Town.

De Lille briefed the media to clear up any misconceptions, stating that the City had not allocated new budget to the development & implementation of the City's new identity.

IOL reported on Friday that The City spent millions redesigning its logo and pay-off line and that the new branding resembled the flower-like BP logo, according to two anonymous sources. 

According to De Lille only R313 720 has been spent on the design of the proposed new corporate identity and a new visual language designed by King James Advertising Agency and Yellowwood Future Architects. 

"The City currently allocates substantial budget to maintaining current corporate identity. These funds have been redirected to the new identity," De Lille said.

An initial amount of R7,2m from an existing budget allocation has been budgeted for high impact collateral. Thereafter, the new identity will be phased in when ordering new equipment, stationery, signage and vehicles. These purchase processes happen practically daily in the City.  

"Making progress possible. Together." - The new logo and tag line for the City of Cape Town

"The refreshed identity and pay-off line speaks to the collective benefit of working together for progress," De Lille said.

When asked what was wrong with the old logo which features Table Mountain and the pay-off line, "The City works For You", De Lille stated it encouraged passivity.

Initial reports about the new identity included complaints about a  lack of public consultation or participation but De Lille said the new identity was "based on the feedback received from 2 million people as part of the City's  Integrated Development Plan (IDP)".

De Lille explained that the new corporate identity and pay-off line is the expression of the IDP and other documents which were the subject of extensive public participation. It is also subject to Council approval. Further, there is no requirement in law which prescribes that a corporate identity and pay-off line are required to undergo such processes.

She confirmed that the proposal will be put before council on Wednesday and a final decision will only be made on 18 May 2014.

De Lille made it clear that 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.

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Read more on:    cape town  |  travel  |  travel south africa

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