Durban – eThekwini Metro has launched its composite 2010 FIFA World Cup logo which forms part of its branding efforts that will give the city of Durban a unique identity as the host city for the games.

At the unveiling of the logo in Durban on Tuesday, Mayor Obed Mlaba said the logo was during its design stages submitted to world soccer body, FIFA and the Local Organising Committee (LOC) for final approval.

“In doing so, they congratulated the city on the design and integrity of the logo.”

Mr Mlaba stated that hosting these games will give eThekwini exposure to a global audience, tourists and potential investors.

He said that during the procurement and development process, they focused on a design which was simple, memorable, stands-out and fits in with Durban’s brand architecture.

Durban’s signing of a Host City Agreement with FIFA and the LOC has given it the “Rights Holder” status which provides a range of marketing rights and obligations.

In the logo, two arches come together expressing our unity in diversity, the colours reflect our oceanic backdrop, green for our recreational environments and the golden beaches which mark us as South Africa’s outstanding tourism destination.

Head of Strategic Projects and 2010 Programme Julie-May Ellingson said the importance of Durban’s composite logo is that “it will give us a unifying identity for the many aspects of our 2010 programme.”

“It will ensure that Africa’s theatre in 2010 will be on South Africa’s stage and Durban will gain recognition as one of the main players in bringing about the most successful FIFA World Cup™ ever.” - BuaNews