Montecasino gets an image overhaul

What started with the development of the Teatro at Montecasino logo as a face for the Montecasino-based lyric theatre, a symbol that is already well recognised within theatre-industry circles, became a redesign of the entire Montecasino brand. From “Life is beautiful” to “We've got it!” Montecasino took on an overhaul of the image of its company.

In light of Montecasino's long-term adoption of the Oasis Haven of Love Foundation - a Randburg-based home for HIV/AIDS-infected, and affected, children, Montecasino decided to add another logo to the mix, the “Montecasino Cares” logo. This logo represents the CSI branch of the company; the more caring, socially responsible side of the company.

Building blocks

According to Jodi Kroll, owner of Studio Jo, freelance designer, and the mastermind behind the logo, inspiration for the design was drawn from the carefree nature and playful spirit of children. “The three graphic blocks, with imbedded icons, bear [a] resemblance to the building blocks a child would play with, therefore relating to Montecasino's intention to build a better future for those less fortunate.”

Montecasino's tie to the Oasis Haven of Love Foundation is a project that has become very valued to Montecasino and all its staff members. Steve Howell, GM of Montecasino, said: “Our investment in the Oasis Foundation takes a long-term approach in which we plan to get involved in many different facets of the children's' lives. We want to get integrally involved in the development of these children, with a view to ensuring that we can make a real change to their lives. The development of the ‘Montecasino Cares' logo was the next step and the steadfast commitment to the cause that it portrays is our ongoing goal.”