New brand in line with its strategic direction to transform Africa – NEPAD CEO
Johannesburg, July 5, 2013 - Bold, dynamic, modern, respected and empowering – the NEPAD Agency is launching its new fresh logo with these anchoring principles which symbolise the direction the Agency is taking in transforming Africa. NEPAD Agency Chief Executive Officer Dr Ibrahim Mayaki says that the “logo is a bold reflection of action and transformation. Through the new brand, the NEPAD Agency will showcase coherence and consistency and more importantly emphasis on its delivery process and, transformation.”
The Agency, which was established as a Secretariat in 2001, and now transformed into the technical body of the African Union, has changed its logo, tagline and key messages, in an effort to reposition its identity as one of Africa’s lead development agencies. The new logo has a stylised silhouette of Africa unified with the tagline ‘Transforming Africa’. Its colours are grass green, new blue coffee, orange, black, dark bark and white to reinforce the desired brand characteristics such as African ownership and African identity. Three years ago, NEPAD was strengthened through the institutional transition of its Secretariat in 2010 into a more focused implementation agency, namely the NEPAD Planning and Coordinating Agency (NPCA), or the NEPAD Agency.
Incorporating NEPAD into the AU structure is the result of the Decision of the 14th African Union Assembly of February 2010 in Addis Ababa, Ethiopia. It was the first time that an African regional initiative was institutionalised in the form of a development agency within the AU family.
While the first decade of the NEPAD Secretariat was focused on laying out the frameworks for the design of African-owned programmes and projects, the NEPAD Agency is now offering a more results-oriented approach on facilitating and implementing Africa’s priority programmes to consolidate the positive steps towards continental transformation. “Drawing on the current work of the NEPAD Agency, it is already evident that the next ten years will be focused on the implementation and delivery of concrete development results. The new logo will help to increase visibility and credibility of the Agency’s work in accelerating progress to transform the lives of African people by coordinating the implementation of programmes,” Dr Mayaki says.
NEPAD shares the AU vision of an ‘’integrated, prosperous and peaceful Africa, driven by its own citizens and representing a dynamic force in global arena’’. Its mission is to ‘’work with African countries, both individually and collectively towards sustainable growth and development’’.
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