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New international marketing logo for South Africa

5 Nov 2009 15:0942 commentsBizLike
South Africa will now use one logo to market the country, following Cabinet's approval of a new international marketing logo. The new logo is designed to replace about 70 old logos that were used by the International Marketing Council and South African Tourism to represent SA. [poll]

GRID Worldwide Branding and Design is responsible for the creation of the concept and new identity.
“The approval of the new logo marks the beginning of a new era in nation branding as South African entities will now go out to the world under a single, colourful, dynamic logo and positioning,” Government spokesperson Themba Maseko said on Thursday, 5 November 2009, after an ordinary Cabinet meeting.

He said the decision takes the country's marketing to new heights as SA gets ready to welcome the world to its shores for the 2010 FIFA World Cup.

The new logo is the result of an 18-month South Africa Alignment project, led by South African Tourism and the International Marketing Council, to align Brand South Africa and ensure that national, provincial and local government co-operate to ensure that the “look and feel” of SA is the same overseas.

Article published courtesy of BuaNews

Logo updated late Friday, 6 November 2009; original logo was supplied by BuaNews.

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Um yes. . .-
Super . . . Posted on 5 Nov 2009 15:43
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Great!
great-
Well done, looks great! Who is behind the good work? Posted on 5 Nov 2009 15:58
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no...-
it's crap Posted on 5 Nov 2009 16:02
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WOW-
What nonsense! Posted on 5 Nov 2009 16:11
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Speechless...-
Powerpoint? Windows paint? Client-designed?

Only one thing could've made this any more awesome... comic sans - or maybe even some Powerpoint word art to give an ultra realistic effect of the whole thing blowing in a steady South-Easter.
Set, of course, against the immortal image of Table Mountain... at 50% opacity.

Woh, the possibilities that uncle Gates bestow upon mere mortals... Posted on 5 Nov 2009 17:39
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Are you mad?-
Where are the rules of not tampering with your brand icon - e.g. the flag? What evidence was there the old one needed replacing? Admit to being sample of one but the OLD ONE WAS MUCH BETTER - easier to understand and more friendly. Posted on 5 Nov 2009 18:59
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Here's one way to describe it...-
KAK... Posted on 6 Nov 2009 09:25
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Kayrab Mayrab
Negativity-
Why am I not surprised that you sceptics have surfaced again to talk b-s out your a-hole.This is no time to be talking such smack - the international audience is all eyes and ears and trust our very own South African's to taint the wonderful image the the rest of the country is trying to paint. I'm South African and I'm very proud. Posted on 6 Nov 2009 09:26
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Richard
Wonderful that you're South African and proud...-
but the logo is still kak! Posted on 6 Nov 2009 10:00
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Lord ZOLtan
Utter crap!-
I echo "Speechless" comments.
I can definately see how "I've got a little brother who is amazing in Photoshop" took 18 months to develop a logo that would take a skilled designer 10 minutes (Not that they would do something like this - ever), with no personality appart from the obvious SA Flag with a brush script. The design god probably just figured out how to use illustrator... no wait Corel Draw. Posted on 6 Nov 2009 10:00
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energy guide
flag by-laws-
Isn't there a law that prohibits any writing on the flag? it looks good though. Posted on 6 Nov 2009 11:54
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... are we looking at the same logo?-
!! Posted on 6 Nov 2009 12:12
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powerpoint aint it great-
So Who's cousin that is 7 years old did this logo in Powerpoint? Posted on 6 Nov 2009 12:18
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Eek
Shocked and horrified-
It's ugly, puerile, amateurish and unconsidered. Designed by a committee for the clueless and approved by that well-known collection of design professionals, our Cabinet, on behalf of you and me... it's effing disgusting. Posted on 6 Nov 2009 13:25
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Suprise Suprise-
Wow what a suprise. think it looks good though. Posted on 6 Nov 2009 13:50
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Young Blabk and Proudly South African-
I think it's lovely! I like. Posted on 6 Nov 2009 13:58
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Can't even spell BLACK, no wonder you like it!!!-
Its shockingly bad, even if it was ok, the placing of the "south africa" is too close to the left hand side and it shows absolutely no creativity, this is the first and most obvious solution! Posted on 6 Nov 2009 14:13
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Whatever - it is too late!!!-
Trust our government to delay marketing the country, and then launch a new logo just 216 days before the start of the World Cup. These are the same people that approved the other 70 logo's and wasted millions developing them. But anyway it is probably a step in the right direction ....... start marketing the country URGENTLY!! Posted on 6 Nov 2009 14:09
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Ew...-
gross. Posted on 6 Nov 2009 15:20
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behaved
mmmh? New? have I not seen a sales sign like this?-
come on must I write a summary on this, ok at checkers you got me! Posted on 6 Nov 2009 15:26
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Jeepers
One good sign ...-
... it's pointing to the right! Is that the way the country is moving? Away from the lefties - Cosatu, the Communist Party and the ANCYL? Hope so! Posted on 6 Nov 2009 15:27
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Chill everyone-
I've seen the logo, and that pic is not it!!! They've got the aspect ratio of the real logo all wrong. It actually looks MUCH better than in that pic. Posted on 6 Nov 2009 15:32
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Damien du Toit
The logo changed, but the concept remains the same.-
The logo attached to this article changed since it was first published, I suspected that was going to happen. The previous version had the "South Africa" type on two lines, and the ratio was off (the height was stretched). However the concept (or lack thereof) remains unchanged. I do like the choice of typeface and the white on black is very striking and will apply to all mediums well, but the use of the flag looks like a last resort at an unsuccessful attempt in trying to integrate the flag into a logo. It really lacks balance.

But, I have a strong feeling that this logo will appeal more to an international audience who aren't as familiar with our flag as we are, and that is its purpose after all. In which case it's a winner. Posted on 6 Nov 2009 22:55
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Its not the right logo-
Somebody posted the wrong one Posted on 6 Nov 2009 16:08
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Viva-
That looks fantastic...

Viva South Africa, viva! Posted on 6 Nov 2009 16:51
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very symbolic-
Well the logo is quite symbolic of the population I think.. look at how all the other colours are being marginalised, pushed almost right off the image by a giant black arrow.. Posted on 6 Nov 2009 17:01
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Shame... someone feeling inadequate?-
Shame... someone feeling inadequate? Posted on 6 Nov 2009 18:06
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Opinions are like a-holes
Precious lot you are...-
Have any of the brilliant people commenting on the logo actually worked with a parastatal as a client? Are you the lot who constantly submit their own logos or office furniture to win Loeries? Get a clue.

Only one person here nailed it - irrespective, the issue is to get the marketing for the country going now. Posted on 6 Nov 2009 18:01
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Nur Ahmad Furlong
No impact whatsoever-
I won't go into profanity like some others, but Feel this "logo" conveys very little other than the name south africa. Is there a set of principles it's trying to convey? Some kind of meaning? Maybe the flah has been transformed into an arrow or something?

For some who didn't understand, this is not the new country flag, get with it. It's a logo to be used on marketing materials for market our country.

I think it lacks dimension, personality and thought. Is this supposed to tell the rest of the world how dynamic and interesting South Africa is? I don't think it does that.

Maybe the creators and approvers can bring us their justification. This has got nothing to do with whether or not you're proudly SA, it's just about being able to spot poor design from a mile off. Posted on 6 Nov 2009 23:15
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Nur Ahmad Furlong
No impact whatsoever-
I won't go into profanity like some others, but Feel this "logo" conveys very little other than the name south africa. Is there a set of principles it's trying to convey? Some kind of meaning? Maybe the flag has been transformed into an arrow or something?

For some who didn't understand, this is not the new country flag, get with it. It's a logo to be used on marketing materials for market our country as a Brand.

I think it lacks dimension, personality and thought. Is this supposed to tell the rest of the world how dynamic and interesting South Africa is? I don't think it does that. Very Bland, dead, almost seems like an extremely old banner ad or something.

Maybe the creators and approvers can bring us their justification. This has got nothing to do with whether or not you're proudly SA, it's just about being able to spot poor design from a mile off. Posted on 6 Nov 2009 23:22
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eeeeeeeeeRRRR-
SHo!
Dats too dark and boring! Posted on 7 Nov 2009 13:04
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Arthur Charles Van Wyk
What was broken?-
I would firstly ask the question: " What was broken that needed to be fixed with this supposed logo?" (reminds me a bit of a certain company who went from "simpler, better, faster" to "inspired,motivated, involved" to "moving forward" and absolutely nothing about their service offering or the way they do business has changed).

Secondly, a logo is a single symbol that encapsulates, embodies and tries to convey something about the company or organisation that it represents. I fail to see the embodiment of anything in this "symbol". Posted on 7 Nov 2009 22:01
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Damien du Toit
Ambitious-
It would be foolish to think that it's possible to capture the essence of an entire country in a single mark. Our flag comes closest. In the context of marketing South Africa overseas, it makes perfect sense because it already carries familiarity. I don't agree with the way it was applied to the logo, but I do think it was a safe choice. Posted on 8 Nov 2009 01:28
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Arthur Charles Van Wyk
Essence-
Damien, I understand your argument about the country's essence being uncapturable in a single symbol, however as a designer of logos yourself.. which country would you associate our national coat of arms with if you were familiar with every country in the world.

I am of the opinion that something along the lines of Ndebele artwork would not say it all, but it would be something unique to this country.

We can never say or have it all, but when we say something.. it should be worth listening to by your intended audience. That said, this logo is a mute.

I do however agree that it will serve the purpose of "across the board global representation" very well.. not as a logo, but as a common identifier of all things South African in origin. Posted on 11 Nov 2009 09:15
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Damien du Toit
This logo wasn't designed for South Africans-
I hear you Arthur. Ndebele artwork may be unique, but ask one foreigner if they're familiar with Ndebele art or its origins, and they wouldn't have a clue. Show them our flag and you're more likely to get a better response. And besides that, our flag is based on Ndebele lines and vibrant colours anyway.

We can disagree with the design, and criticise that using the flag is unoriginal, but we aren't the target market. This logo wasn't designed for South Africans.

On its own, the logo doesn't have much strength, but attached to a marketing device with more substance (product, video, print, website, whatever) it serves the purpose of creating association and familiarity, and does so without distracting from the subject matter. I feel that this is where the black and white is key, giving it the flexibility to be used on any colour or texture, without immediately distracting or detracting from the primary subject.

Unfortunately we haven't seen this logo in context yet so I could be jumping the gun, but I do think it has the potential to be effective. Posted on 12 Nov 2009 17:50
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Realist
Plenty was broken-
I think that's a very good question - and the answer is simple - plenty was broken, and the answer was in the article. Over 70 different logos being used everytime South Africa was represented overseas? That's very broken, enormous brand dilution and confusion - the consolidation into a single identity that this approach allows is a huge step forward.

The answer to the second question also comes from the article, and other criticisms that have been levelled above, like 18 months, whipped up in 10 minutes, etc. etc. Over 70 logos equals over 70 different institutions, government departments, parastatals, agencies, etc. etc. that would have had to be consulted in reaching an end product. Do you think the process might have been convoluted, or a compromise? Hmm... lets think about that. I can just imagine the headache that must have been gone through to reach this point.

For me, that's the difference between experienced graphic designers, and fine artists claiming to be graphic designers. Fine artists don't have to sell their work in a less than perfect world, to a less than perfect client. Posted on 9 Nov 2009 15:17
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Stephen
whipped up in 10 minutes-
the font looks like it belongs on a shampoo bottle, and i seriously think they could have put in more effort with the flag. Posted on 9 Nov 2009 15:03
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pvtgtd
2 issues-
It looks like something that could be sewn into all the t shirts and rugby soccer Jerseys

I whole heartedly agree that their should be one logo but it is a bit black and white, we have such an amazing design heritage and when placed against international country brands it is a bit thin

We have such a powerful flag symbol and this complicates the boundaries of our national banner Posted on 9 Nov 2009 17:50
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That guy
You cant be serious?!-
Really?!?! 18 months?!? (obviously not the only piece of work over that period)... I've seen more talent and creativity coiled up on the carpet after my cat's had a wild night at the food bowl. Posted on 10 Nov 2009 11:27
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Damien du Toit
Deep-
Your comment really adds value to this discussion, thanks. Let's see what you can do if you're so willing to dish it out. Posted on 12 Nov 2009 17:54
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luls
sa branding-
raping the flag Posted on 18 Nov 2009 14:03
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WHOOZ
KAK LOGO-
KAK LOGO - MUST HAVE GONE TO THE MOST EXPENSIVE TENDER !! WHAT A LOAD OF CRAP !!COULD HAVE DONE MUCH MUCH FREAKING BETTER THAN THAT - ANY TWO YEAR OLD COULD PAINT A SORRY PICTURE LIKE THAT - AND CHECK THE DOMININENT COLOUR - BLACK!!!!! IRONIC AINT IT !! Posted on 28 May 2010 14:53
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