Says Bronwyn Johnson, head of marketing for Kalahari Ads, "It pulls the online extension of the print classifieds offerings and the exclusive online classifieds business together into one classifieds destination on the Internet. It makes sense to align the branding of our digital and print services from a brand extension perspective. Our print, mobile and web combination is about offering as many channels to the market for the benefit of our customers."
Alan Cronje, the digital creative director at Saatchi & Saatchi AtPlay, the company's internal digital division responsible for the creative says, "Retaining the 'man and sun' heritage synonymous with Kalahari.net, the ads logo was re-designed with two primary goals in mind, firstly to reflect the brand's modern innovative personality and secondly to make the logo apply seamlessly across all media types, which includes newspapers. Colour and simplicity played an essential role in answering both these criteria, and we feel the new logo will positively represent the brand in all areas.
"We have positioned the brand as quirky, simple and accessible to all South Africans, evidenced in the large number of unique interactions with the brand daily."
