By Nangamso Mabindla
12 September 2006

'FROM Ancient Footprints to Golden Strides' is the theme Buffalo City has adopted in its quest to improve the city as a brand.

The city is in the process of developing a new brand and logo which will complement other developmental and citywide programmes like the City Development Strategy and the Local Economic Development Strategy. Central to the formulation of the new brand and logo will be participation by the public.

In order to involve stakeholders, the city held a branding workshop where business, youth, provincial government and the International Marketing Council took part. According to Darby Gounden, the city's communications manager, the main aim of the workshop was to get a buy-in from all stakeholders and also get their perspective.

"We were happy that many of our stakeholders came and gave an input and informed us how they would like our city to be. We spoke about what we thought of Buffalo City, its advantages over other cities," said Gounden.

Gounden, said residents will be involved in the process of formulating the new brand and logo. "For us to be successful in our quest to make the city a local, national and ultimately international brand, we must make sure that the brand has popular appeal."

According to Gounden, the city will consider holding a design competition for the new logo and an essay competition for the brand. "A specialist designer would then refine the logo, based on our colours."

The new brand will be launched early next year, whilst the new logo should be in place by June 2007, said Gounden.

The city might consider retaining the current logo for use internally.

Some of the features that separate the city from the rest are its unspoilt beaches, marine life, ancient footprints in Nahoon, East London, the original coelacanth discovery in 1938 and the statue of Black Consciousness leader, Steve Biko, in front of the East London City Hall.

"We also identified that our quality of life was superior because of our relaxed lifestyle. Being too relaxed can also be a negative, but our people are not always in a hurry like those of the bigger cities; we're laidback in a positive way," added Gounden

Other positives included a moderate climate, established infrastructure, natural beauty and friendly people. The city also had great investment potential, a rich history; it was also the only river port in the country and a gateway to the Wild Coast.

Gounden said that they would like to incorporate all these advantages in the Buffalo City brand and ultimately in a logo that will be identified with the municipality. "We are not looking to change the municipal logo; but we want to create a citywide brand that everyone will identify with."

Once established, the brand will also be part of the provincial branding strategy and the broader ''South Africa, Alive with Possibility'' brand.

"We are the only municipality in the country to be aligned first to the province and the IMC's brand," said Gounden.