Addis Ababa — The Economic Commission for Africa has unveiled new guidelines on the proper use of its brand identity. The guidelines are contained in a brand book launched on Monday and aimed at ensuring that ECA's outreach and communication efforts present the Commission accurately, consistently and coherently throughout the world.
Speaking during the launch, Executive Secretary, Carlos Lopes, stated that the branding was part of efforts to project ECA in its role as Africa's premier think tank, working to support the continent's transformative agenda. He added that the new brand conveys what the organization stands for and reinforces its reputation as a key entity acting from and for Africa.
"By being very neat and professional in the way we present ourselves, with a very clear logo and the tagline 'Africa First', we are making a bold statement that we are here not to satisfy any institutional or individual interest, but that we are here working solely for the betterment of the continent", said Mr. Lopes.
Similarly, the head of ECA's Publication Section - Demba Diarra - said, "the new designs provide a clear, comprehensive and unified visual language for ECA when communicating internally and externally in order to solidify its brand recognition."
The ECA Brandbook is the result of several months of efforts by senior management to articulate a consistent new visual identity system for all ECA internal and external printed and digital products and its physical infrastructure. The rebranding process was kick-started by Mr. Lopes upon joining ECA in 2012.