Branding company news

Subscribe to industry newsletters

Press offices

Enquire about a press office
Bizcommunity has over 400 industry contributors and we always welcome further contributions and contributors.
Advertise with us
Advertise & RatesMy Account
Company press officeList company
Recruitment packagesSubmit job ad
Download ratecard

Branding company news

Dear City of Cape Town, we'd like to present another option...

After all the controversy, creative agency Now Boarding follows up with actions instead of words with a new take on the City of Cape Town logo.
In the past months there has been some controversy and press about the City of Cape Town's new logo. Our first reaction was that while we understand the strategy and rationale behind it, we feel the logo was not crafted into a visually strong identity.

We realised that we had simply joined the bandwagon of people complaining. So as a proud Cape Town agency, we decided to give it a go ourselves. And of course by doing this, we know people may not like our version, and there may be faults, but in the end we felt the public deserved to see more options, and that the time it took us was worthwhile.

And what do we want out of this? Well obviously we don't have anyone to bill our time to, so at the least we hope that we've opened a healthy debate. Best case scenario is that the powers that be start taking notice of Cape Town's smaller agencies that would jump at the chance to rebrand our city... and at a fraction of the cost!

Credit for our City of Cape Town Logo:

Lead Designer: Marco de Sousa
Creative Director: Michel Brink
Executive Director: Jacques Oberholzer

Dear City of Cape Town, we'd like to present another option... - Now Boarding


About Jacques Oberholzer

Jacques Oberholzer is the New Media Director at Now Boarding Brand Communication Agency. Jacques has worked on brands across the globe, from San Francisco to Zurich to Sydney, and has a passion for digital media.

Now Boarding's press office

Now Boarding
Now Boarding
Now Boarding is an integrated brand communication agency, proudly delivering first class creative to some of South Africa's favourite brands.
Neil Whitehead
I assume some inspiration has been taken from the City of Melbourne logo?

Never-the-less... What you've put forward is compelling food for thought. It's not difficult to guess which CI most people would probably choose (had we be given any choice in the first place!).
Posted on 1 Apr 2014 10:43
Jacques Oberholzer
Jacques Oberholzer
Hi Neil, indeed, it did bring back memories from the Melbourne logo!
Posted on 1 Apr 2014 11:12
Mantwa Toka
Its very city of Melbourne which is a great brand, i love that i can be broken up into the 8 district, the original logo is appalling, brilliant!
Posted on 1 Apr 2014 11:21
Amy Nelson
Amy Nelson
Love it!!

How do we get it in and voted on?
Posted on 1 Apr 2014 14:03
Richard Gee
Richard Gee
Nice. Although I'm not a fan of the empty space in the circle - more appropriate perhaps for our other capital cities where nothing works anymore.

Very clever free publicity :)
Posted on 1 Apr 2014 15:22
Amy Nelson
Amy Nelson
Well we're the city of opportunity now, and what says that better than a big open space...
Posted on 2 Apr 2014 09:09
Stephan Frantisek
Stephan Frantisek
This is both very Waldorf and very nice!
Posted on 1 Apr 2014 15:45
qtip qtip
I think this execution is too close to the city of Melbourne. Secondly, this city is not all about the mountain - there is so much more.
I have to say that the quality and thought of your logo is way ahead of what they currently have - well done.
Posted on 1 Apr 2014 16:04
qtip qtip
This logo is way ahead of the one we seem to be stuck with so well done.

I still feel that there is way more to this city than just a mountain so why don't we show that. Also, the execution is too close to the City of Melbourne.
Posted on 1 Apr 2014 16:11
Gerhard Bouwer
Gerhard Bouwer
Well done - definitely taking the current concept in the right direction.
I agree with the identity too close to Melbourne (which resembles the architecture on the opposite of their promenade) - and it does bring to memory Trevor Noah's political speak narrative on the concept of a 'diametrically opposed void of shape kind of round' circle.
Looks like something more for Port Elizabeth - since the Table Mountain concept gets lost in the cog of things.
A center focus is indeed needed with a clear focused message.
What I DO like about the logo idea is the impression of purposed action - It would work great as a 'go-to' 'find-it' logo / icon representing public service. A brand extension if you like ...
Posted on 2 Apr 2014 01:47
Geoffrey Piggott
Geoffrey Piggott
I hate to think how much City of Cape Town paid their marketing contractors to think up such a horrible Logo and put together a cringe-worthy 10 minute promotional video trying to explain why it is not a pile of crap, and you have successfully designed something far better that actually makes sense and is much more aesthetically pleasing on the eye.

I sincerely hope that the new logo does not end up being their current proposed one as I think they need to ask for their money back.

Also I think a new slogan is required, as the making progress possible should read "making progress possible, thanks to the 15% of you that pay taxes".
Posted on 2 Apr 2014 07:37
I think the point has been missed here entirely. A logo is not a brand and cannot be looked at in isolation. Now Boarding didn't have the burden of managing multiple stakeholders and creating the strategic insight. It's easy to deign a pretty 'logo' in your spare time. It's not brand building. There is a distinct difference.
Posted on 2 Apr 2014 11:38
Jacques Oberholzer
Jacques Oberholzer
@hello, you are correct that we are just focusing on one part of the brand, but let's remember it's the core. I fear sometimes agencies get carried away with trying to realise the strategy in their design. Sometimes you need to take a step back and look at the visual qualities. We like the original concept, and we like the fact that Table Mountain is integrated, but we felt the original logo lacked a crafted, polished finish. Surely we should expect that when big budgets and big agencies are involved. By no means do we feel we've solved the brand, we've just showed how you could interpret the concept in a different way. After all the reaction to the original logo, we felt someone should at least give it a try!
Posted on 2 Apr 2014 18:05
Richard Gee
Richard Gee
Um. Hello. It sounds like you work for the original design company and are trying to defend a bad and unpopular design?
Posted on 2 Apr 2014 11:43
Gerhard Bouwer
Gerhard Bouwer
Haha!! @ Hello .....Working with the stakeholders and creating strategic insight is a privilege , not a burden.
The strategic insight were discussed and explained / justified in the media by De Lille.Hence the new much more pretty logo.
I do think Now Boarding has the cumulative expertise to execute brand building initiatives.
A logo and slogan / payoff line might not be the totality of a brand but it sure represents it!
If you do work for the original company....well.... get your ducks in a row and get the strategy guys to see the opportunity and the design guys to understand how to interpret the brief.
Posted on 2 Apr 2014 12:33
Bernard Oberholzer
Bernard Oberholzer
Well done for starting the debate. The original logo seems more appropriate for a firm making tractors. The new design is a big improvement, but having said that, the design is still too mechanistic for the most beautiful city in the world, although the sub-logos for the 8 districts work quite well. The essence of Cape Town is the juxtaposition of the mountain with the sea, so it may be worth introducing a more flowing element as a foil. (Declaration: Jacques is my son).
Posted on 2 Apr 2014 20:37
Looks good, although along with similarity to Melbourne identity it also looks very similar to this:
Posted on 3 Apr 2014 12:09
Monyane Ramollo
Monyane Ramollo
Nice and Clean
Posted on 29 Apr 2014 15:46
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. will disclose authors' IP addresses to authorities if compelled to do so by a court of law.