It makes business sense to promote one core brand that will save money and promote brand equity instead of promoting multiple brands that defeat its own objectives and it was therefore decided on Nelson Mandela Bay as the single corporate brand.

Apart from eradicating brand confusion it will also eliminate brand competition and wastage and develop a strong image in the mind of the audience.

With Nelson Mandela Bay being the common goal it will ensure effective return on investment, align promotion positioning with potential savings on marketing and promotion budgets and generate value through brand synergy that in turn will have an effect on the Municipal area’s GDP.

In the end we all promote Nelson Mandela Bay – be it for investment, tourism or governance issues.

Research had shown that the public was catching on to the Nelson Mandela Bay identity and occasionally aligns it with the municipality.

What we have done was to take as much of the equity (familiarity) from the NMB logo and evolve it to accommodate the values, personality and attributes of the institution.

But, in doing that, the logo still retains its equity - the statue element, the sun and the bay, and the name.

The statue was made more dynamic, with the sun and the bay linking better with the statue, while the signature that was not legible from a distance, now has a new, modern font that makes it legible.

The names Port Elizabeth, Uitenhage and Despatch were kept since they make up Nelson Mandela Bay and were accommodated in the NMB family.

OUR CORPORATE COLORS - WHAT IT REPRESENTS

The colors are Earthy Red, Golden Yellow and Aqua Blue.

Earthy Red represents the land/agriculture and rich cultural heritage of the area. It grabs attention and is emotionally intense, with the key associations of: heat, fire, passion, love, warmth, power, excitement. Brown is the color of earth: solid, reliable and genuine.

Golden Yellow symbolises the rising of the sun, the dawning of a rich and abundant future for Nelson Mandela Bay. It represents uplifting and celebration, with key associations of: cheerful, optimistic, sunny and progressive visionary.

Aqua Blue represents the bay/water which surrounds the area , and is also indicative of the positive, fresh and vibrant outlook of Nelson Mandela Bay. Its key associations: Peaceful, tranquil, fresh, transparent, loyal, trustworthy.

COLOR BREAKDOWN

 Please note the color blocks in the table are for reference only.