Culinary identity for World Chefs' Tour against Hunger

Local designer, Melissa Townsend-Russell, of Townsend Design Studio, was tasked with creating a 'global' culinary identity for the corporate social responsibility initiative. Her first set of logo designs clearly communicated the collective nature of chefs from around the world, sharing their knowledge and compassion in the fight against hunger.

"I selected the dome shape of a plate charger to reflect the global nature of the cause. The SACA was incorporated through the inclusion of a chef wearing a portion of the SACA logo and wielding his/her (cutlery) weapons of choice in the fight against hunger," she explains. From the first presentation, the logo was selected and taken forward for further development.

A growing process

Townsend-Russell chose black as the main graphic colour due to its visual strength in the media and later added bright primary colours within the map for further appeal and contrast.

"As the campaign progressed, further elements of supporting professional bodies were added, as well as the Bidvest logo. This after the multinational group secured title sponsorship of the international culinary charity drive, with a contribution of R3-million. Although quite complex in nature, a final logo was agreed upon by all parties concerned and I sincerely hope that it will impart the impact intended and become entrenched as a recognisable symbol of a very worthy cause," she concludes.

What's on the menu

With the support of over 200 international chefs, the initiative aims to amass over R4-million and feed hundreds of thousands of starving South Africans. Official dates of the tour are 20-27 August, 2011, with the hosting of the official gala dinners and culmination of the fundraising initiative on 27 August. Via satellite technology, organisers are planning simultaneous gala dinners to be served across multiple continents and different cities around the globe. This with the aim to raise awareness levels surrounding hunger, as well as additional monies for the Trust.

For more information, go to www.wacs2000.org.