Democratic Alliance Slams Eskom’s Logo and Rebranding Tender, SA Debates

Democratic Alliance Slams Eskom’s Logo and Rebranding Tender, SA Debates

  • Eskom issued a new tender for a new logo and corporate branding and the Democratic Alliance took them to task
  • The opposition party grilled Eskom and labelled the tender a waste, believing that they should focus on loadshedding issues
  • Eskom's spokesperson responded to the DA's claims and told Briefly News why there is a need for a new logo
  • South Africans stand on two sides of the debate– some want the tender to happen while others are siding with the DA

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Tebogo Mokwena, an experienced Briefly News current affairs journalist, contributed political coverage to Daily Sun and Vutivi News during his eight years in South Africa.

Eskom has been slammed for issuing a tender for a new logo and for rebranding purposes
The DA's criticism of Eskom's logo and rebranding tender was met with mixed reviews. Images: Waldo Swiegers/Bloomberg via Getty Images logo and Paul Botes/AFP Via Getty Images
Source: Getty Images

The Democratic Alliance sunk its teeth into power utility Eskom for issuing a tender for a new logo. The opposition party believes that not only is this wasteful, but their decision to give this tender is confusing given the possibility of loadshedding looming on the horizon. South Africans think it's a brilliant idea but believe the tender should be given to the people.

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Eskom's logo tender slammed

According to News24, the tender seeks proposals for designing a new logo and creating a corporate brand for Eskom over five years.

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The DA's shadow minister of public enterprises, Ghaleb Cachalia, slammed Eskom for the tender and accused the utility of wasteful expenditure. Cachalia believes that the tender does not address the nation's issues of electricity, and neither does the tender provide relief for consumers who are buckling under the pressure of increasing food prices and a fluctuating petrol price.

Eskom must scrap the tender

Cachalia noted that the DA wants Eskom's acting CEO, Calib Cassim, to scrap the tender, which set 2 November as the closing date for submission. The party further believes that Eskom should focus more on resolving the country's electricity crisis, which, according to Cyril Ramaphosa, is improving gradually.

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Eskom defends its decision for a new logo

Eskom's spokesperson, Daphne Mokoena, explained why the company opted for a new logo.

"Following the Department of Public Enterprises’ "Roadmap for Eskom in a Reformed Electricity Supply Industry”, Eskom continues to work on the implementation of the legal separation of Transmission, Distribution and Generation, which remains a key strategic priority and aspect of Eskom’s Turnaround Plan.
"Included in our key milestones is the appointment of a brand design agency for the development of a brand and corporate identity (CI) for the new subsidiaries as part of the Eskom Group of Companies. The business is outsourcing this activity given its current in-house limitations. It is also important to note that the Eskom Holdings logo will not change.
"Eskom wants to appoint a service provider that will provide the subsidiaries with the full scope of brand and CI design skills on an "as and when required" basis to create the logo and CI design specifications and ensure a uniform look and feel across all subsidiary offices, customer service centres nationally and electronic touchpoints," she also said.

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Some support it, others reject it

South Africans, on the other hand, commented on X (formerly Twitter) and thought that it was a good idea.

Stark Raving Mad said:

“As a marketer, it’s an epic idea. The problem is you’re rebranding a broken service. Fix it first and then rebrand.”

Kurvin added:

“They should outsource to us the people.”

Arn franzsen jokingly said:

“I might have some suggestions but posting them will probably get me permanently banned on Twitter.”

Others thought it was a terrible idea.

June Hlongwane asked:

“What’s the budget for this? And good spotting. This is completely unnecessary.”

Etricia-Etiole Publications wrote:

“Eskom does not need a new logo. Eskom management needs new logic, the logic of accountable stewardship, honest management and a professionalised complement of experienced, skilled engineers, technicians, managers, administrators and operators.”

Eskom suspends loadshedding

In a similar article, Briefly News reported that Eskom suspended loadshedding before Heritage Day. The state-owned enterprise revealed that there was a lower electricity demand, and this led the utility to suspend loadshedding for the long weekend.

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Source: Briefly News

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