The eThekwini Municipality has come under intense fire following its decision to replace its current corporate identity, with critics labelling the R2.8 million price tag as wasteful expenditure. During a recent Full Council Meeting, opposition councillors argued that the funds should be redirected toward addressing the city’s critical service delivery backlogs rather than a cosmetic rebranding exercise.
Samier Singh, Democratic Alliance (DA) Ward 52 councillor, questioned the municipality’s priorities, suggesting that residents are far more concerned with permanent solutions to infrastructure failures than a new visual identity. Singh stated that every rand spent must be justified against urgent service delivery needs, noting: “Financial prudence and opportunity costs must guide decision-making. Rebranding does not stop leaks or fix potholes.”
Patrick Pillay, Leader of the Democratic Liberal Congress (DLC), echoed these sentiments, describing the move as insensitive given the city’s current challenges. Pillay argued that a new logo would do nothing to mitigate the high utility bills, unemployment, or the significant loss of water through unresolved leaks. Pillay said: “Changing the logo is never going to hide the service delivery challenges of the city. This is truly an ill-considered decision and should never go ahead.”
In response to the criticism, Mandla Nsele, the municipality’s Director of Marketing and Communications, defended the project, explaining that the rebranding is part of a broader strategy to reinforce organisational culture. Following a consultation period that ran from 5 January to 19 February, Nsele outlined a phased approach focused on promoting a customer-centric ethos among municipal staff.
Nsele emphasised that the process is intended to be people-led, with the municipality inviting local designers and creatives to submit concepts that represent a united and dynamic city. The second phase of the project is set to commence with the introduction of the final logo, which the city believes will embody its values and vision for a multicultural future.
Despite these explanations, the outcry from both political leaders and the public remains significant. Critics maintain that until essential services such as water and sanitation are stabilised, multimillion-rand investments in marketing and communications will continue to be viewed as a misalignment of municipal responsibilities.
