The Executive Mayor and Council Speaker revealing the new logo

This new brand heralds the beginning of a new era in the growth and development of our local economy. The introduction of this brand should not be seen in isolation but as the beginning of the realization of the aspirations of Makana Municipality. We have created an inclusive brand that will be embraced by everyone associated with it.

MAKANA Municipality’s vision is to strive to ensure sustainable, affordable, equitable and quality services in a just, friendly, secure and healthy environment which promotes social and economic growth for all. 

The Municipality is primarily responsible for the provision of municipal services to the community and to promote an environment conducive to the development of the communities of the area with the objective of a better life for all.

MAKANA Municipality identified that, in order to fulfill this mandate successfully, it was necessary to evaluate and reposition the Makana Municipality brand. The branding exercise examined how the image of Makana Municipality could be revitalized locally, nationally and internationally in order  to position the area as a sought-after tourist and business destination to visit and to invest in. The brand roll out is geared towards the goals of the Provincial Growth and Development Plan and in readiness for the 2010 FIFA Soccer World Cup.

A phased approach was adopted for the brand development and implementation process. During the first phase, which began in September 2007, a leading agency, OPENFORM STUDIO, was awarded the branding contract, following an extensive tender process, a steering committee was established, and a research project was initiated.

Key to the brand development process was the research component geared at understanding perceptions of the market towards the existing brand and branding activities. The research determined to what extent Makana Municipality’s residents knew and understood the existing brand – positive and negative elements - and was conducted against the backdrop of a number of brands active within the municipal area.

Other objectives included examining how the image of Makana Municipality could be enhanced; determining the impact of current communication between the Municipality and the general public and the Municipality and its employees; determining the attitude of business and civil society with regard to partnership with government; and determining the internal climate with regard to the perception of rebranding.

The research was highly inclusive, covering all rural and urban areas within the Makana Municipal boundaries, and included competitor research, in-depth interviews with Municipal leaders, service providers and business leaders, various focus groups, on the ground, one-on-one Q&A interviews with the public and municipal workers.  2032 individual interviews were conducted. A signage audit ran concurrently with the research project which was finalized in March 2009, followed by an intensive design and consultation process.

The video that you have just seen, it beautifully and with impact illustrates all of the elements that make up the logo, as informed by the research process. This unique logo is contemporary in design and various elements, reflecting the key attributes and brand personality of the MAKANA area, come together to form a composite logo.

The abundant wildlife and many nature reserves to be found in the area as represented by the ungulate footprint

Five dots represent all five of the biomes (major regional or global biotic communities, such as a grassland or desert, characterized mainly by the dominant forms of plant life and the prevailing climate.) These dots are also symbolic of heritage and culture, reflecting the traditional face painting of the AmaXhosa as well as the five ethnic groups that at one stage have lived in our area.

The Aloe is highly characteristic of the Makana area and is a prominent element in the logo.  The curative properties of the aloe are symbolic of the healing of the injuries of the colonial and apartheid legacy of South Africa’s rural areas and the scars of inequality and economic inefficiency in our Province. The abundant growth of the aloe in this area represents the Municipality’s role in promoting sustainable growth and development for the improved quality of life of all its people through addressing the challenges relating to all aspects of society including, economical, social, political, moral, cultural, and environmental challenges.

The aloe flower element represents the abundant flora to be found in the Makana area. The upward pointing shape depicts growth and building, the steeple shape also reflecting the historical buildings to be found in the area.  Most significantly the design incorporates the nib of a pen, reflecting the significant contribution that the excellent educational institutions make in promoting the area and in stimulating the economy of Makana.

Representative of prolific wildlife and farming to be found in the area, the powerful horn element found in the shape of the aloe plant, also depicts strength.  The aspects of healing and growth are also emphasized in the prominence of this shape.

The drum, an instrument of calling and celebration represents, festival capital (National Arts Festival, Science Festival, Schools Festival, Makana Freedom Festival,etc), another significant contributor to promotion and economy of the area.  It also represents the spirit of Ubuntu to be found in the area – the generosity of spirit and the interconnectedness of the people of the area.

Included in the logo is the depiction of the rolling hills and wide open spaces of this area,  representing the role that the natural heritage, particularly the game reserves, and farming play in encouraging visitors to the area,  in creating employment and also contributing to the development of the economy of Makana. This element also depicts a healthy environment and so contributes to the fact that Makana is a great place to be.

The calling horn represents Makana as a place of heritage and culture, a place where community spirit abounds.  It also represents Makana announcing the many festivals that are held in Grahamstown, calling visitors to the area.

MAKANA is frontier country and visitors to the area are fascinated by the tales of the turbulent past.  The shield element strongly depicts the area’s history.  It also represents protection and strength, signifying the role that Makana Municipality plays in looking after the best interests of the people of the area.

One of the most dominant features of the logo is the mask element.  This strongly represents festival capital, as it takes its form from the typical theatrical mask. As an article worn in traditional ceremony in days gone by, the mask also represents the heritage and culture of the area.

The colours used have been carefully selected to best illustrate the areas strengths and to ensure brand visibility. Light gold denotes prosperity, it is both bright and cheerful as well as serious and traditional. It’s a symbol of credibility and dependability. Black is associated with power. It gives the feeling of perspective and depth and contrasts well with bright colors.  Combined with reds, black lends boldness to the colour scheme. The warmth of various shades of red creates excitement and conveys optimistic emotion. In nature warm reds represent change and fertility. Visually red is bold and powerful appearing closer than other colours. Red denotes power, prosperity and celebration.

This logo will replace the old municipal heraldic log and the current tourism logo to ensure that all our efforts and all our messaging, with regard to provision of services, promotion of Makana to our visitors and tourist and to business investors, live up to our brand promise.

Tomorrow morning we take the brand to town to meet the people of Makana. The promotional road show begins at 11am at Church Square in High Street, moving right across town and ending at Dlukulu Clinic - Extension 7. The video that you have just seen will be on display and promotional items will be handed out to remind the community of Makana to live this brand.

The growth of our economy is as important as service delivery and the two cannot be separated. We extend our hand to you, the people of Makana at large, to take this brand and live it; to take your role in making a meaningful contribution to the development of Makana seriously. We realize that as government we cannot succeed in realizing the Local Economic Development of this Municipality alone. We look forward to moving together into the future with confidence Makana is, indeed, a Great Place to Be.  Let us live this brand and show the rest of South Africa that we mean business.

In closing I wish to thank and congratulate the branding service provider, Open Form Studio which is led by Cathy Gray – for the wonderful work they have produced. My sincere appreciation also goes to the Municipality’s Events Task Team.

Thank you.

NTOMBI BAART - MUNICIPAL MANAGER
26 FEBRUARY 2010