Eastern Cape legislature launched a new branding

BY SUPPLIED - OCTOBER 1, 2015

The mood was jovial with a breath of fresh air in all the corridors of the EC Provincial Legislature on Wednesday as the institution launched and unveiled its new brand in a fully packed Raymond Mhlaba Chamber.

The revised Legislature brand depicts a lot more than a change of brand identity and it demonstrates the institution’s position to recommit on its mandate. 

The launch marks the culmination of a year-long process to solicit input from all internal stakeholders to capture the institutions distinctive qualities. The colours green, black and white found in the South African flag and in the Legislature’s coat-of-arms  are now utilized as the brand colours for the Fifth Term.

Off-white is also forms part of the corporate colours. While the brand, and secondary logo have changed to better represent what the Legislature is today, the brand promise remains the same, as “A people’s Assembly for good governance”.

In outlining the branding process, the Honourable Speaker, Ms Noxolo Kiviet, informed the elated audience why do we really need a new brand. The Legislature embarked on a journey aimed to create a recognisable branding identity which consistently delivers on its commitments.

“As we rebrand we must through our daily actions ensure that the Legislature's brand is associated with authenticity, empathy, effectiveness, integrity and credibility.

We must continue to build on the gains we have made since the dawn of democracy in serving the people of our Province. This brand is characterized by a strong commitment for being a people-centred institution”, stated the Hon. Speaker.

The Keynote Speaker, Prof Thakathi, inspired both Members and staff with his thought provoking motivational speech. He expressed his pleasure in addressing both highly experienced leaders as well as talented professionals of a great brand.

“The new branding must inject new energy and transform our lives. We need a commitment of ourselves as Politicians. The new brand should be united in search of excellence and should accelerate transformation and service delivery. We should encourage each other to be visionary, caring and capable”, stated Prof. Thakathi.

Political parties and labour also expressed their excitement in support of the rebranding. New communication tools were also introduced during the launch in an effort to expand our reach and connect with citizens wherever they reside.

A twitter account and a Quick Response Code were activated to enhance interaction with citizens and foster public dialogue on legislative processes.

The Deputy Speaker Bulelwa Tunyiswa told the Legislature community that rebranding has been a purposeful and remarkable journey. “Branding is not just about being seen as better than the competition. It’s about being seen as the only solution to your audience and the Legislature must be that solution to the masses of our people whom we represent”, she said.

The launch coincided with visits by young leaners from three different schools in the Province who also had an opportunity to grace the event.