Cape Town, South Africa has unveiled a new logo, and with it came a whole lot of acrimony.
The African National Congress is calling the new design, which cost R313,000, a waste of money, and one that didn’t get the appropriate approvals from government representatives. It’s rather impressive that it received approval in the City Council considering the same meeting had to be stopped numerous times so order could be restored as multiple members were throwing their agendas onto the floor to protest another issue, the Independent Post reports.
“The City of Cape Town had changed their strategy, and they required assistance in building a new brand centered on the idea of collaboration and shared responsibility,” David Blyth, group managing director of Yellowwood, the firm behind the new logo, told IOL.com. “For that reason, the primary objective of the design was to help the city build a reputation for the following things: ‘opportunity, progress, shared responsibility, and inclusivity.'”[more]
Progress, of course, is all in the eye of the beholder, and it didn’t help that the wrong logo was originally leaked to the local media. The new one bears an odd resemblance to the logo of BP, a company not many would choose to be confused with four years after one of its rigs dumped nearly five million barrels of oil into the Gulf of Mexico.
While citizens and politicians were upset with the logo shift and design, questions also came up about exactly how the design bid was selected for the logo. Carol Avenant, the director of Cape Town’s integrated strategic communications and branding department, used to be an employee of Yellowwood. This kind of scandal isn’t new to Avenant. She was in another similar scrape back in 2011.
Despite the ANC’s threats of a lawsuit, city officials approved the new logo and corporate identity, assuring nay-sayers that the new logo would “save millions of rands” for taxpayers.