Gauteng ignites new identity

Speaking at the launch held at Maropeng at the Cradle of Humankind yesterday, Tuesday, 4 November 2008, Gauteng Premier Paul Mashatile said the new logo represents the diversity of a rainbow nation and the multicultural races in the province.

He also said that the Gauteng Provincial Government's five-year strategic plan for 2004 - 2009 identified the promotion of Gauteng as a preferred destination for investment, tourism business and competitive sport as key programmes of action.

Process he inherited

Asked if the logo is his way of putting forward his ideas as new premier, he said it was a process he inherited when he took over in October.

The idea to change the logo was conceived in 2006 and has been a work in progress. An estimated cost of over R1 million has been spent on the new branding by the provincial government. The logo is intended to be accessible to all people of Gauteng and is particularly targeted at business people and investors.

"Business people want a unique brand that identifies Gauteng as a class of its own wherever they do business," said the premier.

“The spiral shape of the logo is never open - a sign that we are continually evolving. It is also a point of ignition where experiences begin and move forward. Gauteng, a Sesotho word meaning a ‘place of gold', was officially established in 1994 and since then, the smallest province in the country has become a powerful economic hub in Africa.”

Fourth largest economic hub

The fourth largest economic hub in Africa, home to 10.5 million people, the province generates 33% of South Africa's gross domestic product (GDP). More than 70 international banks, stockbrokers and insurance companies operate in Gauteng and the new logo will encourage investors and businesses to invest in the province.

“With the upcoming international events, Soccerex 2007 to 2009 and FIFA World Cup in 2010, the branding of Gauteng has been well-timed to enhance the province's image,” said Mashatile.

The Gauteng department and its partners, International Marketing Council, South African Tourism, the private sector, Gauteng Tourism Authority, Blue IQ and Gautrain and the Gauteng Economic Development Agency (GEDA) are responsible for the new logo.