Putting logo design theory into practice

PMR.africa is known both as a publication as well as for its Arrow awards. Over the years, there has not been a close enough link between the branding of the two and the publishers decided a much-needed brand distinction was in order. The brief, as issued by PMR.africa, instructed the young advertising creatives to redesign the existing logo and masthead for this widely-read business publication, taking care not to compromise the current look and feel of the brand.

According to Barbara Wood, chairman and editor-in-chief of PMR.africa, the student work designed and presented was outstanding and demonstrated an unexpected level of professionalism that made it difficult to select the overall winner. The chosen design, created by Corlia Coetzee, matched the given brief most accurately. Second place was a tie between Therita Mellett and Nenette Vorster.

Marilyn du Toit, creative lecturer to the second year students, believes that the campaign was an immense learning experience as her students had never before undertaken a project of this nature. Du Toit believes that it was a challenge to each individual as it forced them to think and create in a completely different way. Previously, these students were unable to gauge first-hand the amount of work that goes into putting together a new logo and masthead.

Concludes Wood, "We are amazed at the tremendous amount of effort invested into this assignment by the students and as such, we would like to look at ways of working with the school again next year - and hopefully for many years to come."