AU ECOSOCC launches new brand identity

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The Economic, Social and Cultural Council (ECOSOCC), an advisory organ of the African Union (AU), on Wednesday launched its updated brand identity, which includes a new logo, colours and an enhanced website.

By Stephen Enoch

ECOSOCC is an advisory organ consisting of various social and professional groups of AU member states which avails Civil Society Organizations (CSOs) an opportunity to significantly contribute to the principles, policies and programs of the AU.

The launch, which was held virtually, was part of the AU’s ongoing rebranding of its organs and institutions to ensure brand consistency and alignment across the board. Accordingly, it signifies efforts towards the integration of the Union’s operations aimed at the realization of its mandate of transforming the African continent and achieving ‘The Africa We Want’.

William Carew, head of the ECOSOCC Secretariat, said the premise of the rebranding project was the AU’s Executive Council Decision 1074 which directed the Commission to ensure that Brand and Communication Style Guide as well as Communication Policies and Procedures were instituted within the Union’s organs and agencies.

“In view of the above, ECOSOCC as an organ of the Union took part in the process which included updating and enhancing the website to be hosted by the African Union Commission; updating and enhancing the branding guidelines, as well as creation and updating of the existing insignia. After careful consideration, with the support of the AUC’s Information and Communication Department, we chose a new logo that reflects a more modern look and captures our mission to deliver on our mandate.”

Mr Crew said ECOSOCC’s desired to make it easier for stakeholders, particularly CSOs, to learn about its activities and how to get involved. “We will be constantly updating our content with helpful information, articles, reports etc as well as feature articles from yourselves, our CSOs on your interactions and engagements on the continent. We hope you find our new brand exciting and the new website refreshing, easy to navigate and a one-stop shop for all your CSO information needs.”

While launching the brand, Mr Diaby Mamy, senior adviser, ICT and digital transformation at the office of the AU Commission’s deputy chairperson, emphasized the significance of rebranding ECOSOCC, stating that the internet ecosystem had become unavoidable and a major attraction for society. He noted that today, when individuals hear about an institution or an organization, the website is their first place of call to get more details about such an organisation.

To this end, Mr Mamy said appearance plays an important role in visual communication, hence websites have to be more convincing to be appealing for the audience to explore. “I have no doubt about the dynamics of the players at the ECOSOCC as well as the relevance of their ideas and the good use that will be made through the usage of this important communication tool at the service of our communities.’’

Mr Patson Malisa, deputy presiding officer of ECOSOCC, said the new brand identity, which encompasses a new logo, colours, font, and website, symbolizes what ECOSOCC is today and its hopes for the future.

“The new logo draws its inspiration from the AU logo as it is similar in shape and graphical representation.  It represents the united people of Africa amidst the cultural diversity, richness and immense capability of the continent. The custody of all the intellectual property with the logo included is in the care of the Secretariat and we will endeavour to observe this patronage in our dealings with respect to the organ.

“I encourage every other member of the ECOSOCC General Assembly and other participating partners to do the same and offer gratitude and solidarity in making the organ’s new identity manifest in this new spirit and character, as is happening in the rest of the African continent,’’ Mr Malisa urged.

Ms Wynne Musabayana, head of communications at the AUC, highlighted the significance of branding in promoting the identity of the AU to the outside world, noting that ECOSOCC was at the forefront of efforts towards achieving that. She hinted at plans to rebrand other organs of the AU towards achieving a harmonized and consistent appearance.

The ECOSOCC website, formerly hosted at auecosocc.org, has now migrated to ecosocc.au.int. It features easy-to-navigate pages and is more interactive just as its visual designs showcase and celebrate ECOSOCC’s mandate. Moreover, the layout is designed to provide a seamless user-friendly experience.

For more information about AU-ECOSOCC, you may wish to visit their new website here or follow them on Twitter @AU_ECOSOCC.