New BASA logo extends brand ethos

The significance of reinvigorating its branding mid-2009 is driven by the organisation's mission to connect business and the arts in South Africa in evolving and diverse ways. “As part of the broader rebranding strategy, we realised the need to go beyond the acronym of BASA in order to grow recognition,” says Michelle Constant, BASA CEO. “We also wanted to state clearly what it is that we do - we connect business and the arts.”

“The name Business and Arts South Africa, along with its icon of a fountain pen and brush, had a particular place in a certain time of the local arts and culture landscape that we wanted to refer to but also broaden significantly,” says Glenda Venn, managing creative director at It's A Go!, the Johannesburg-based agency creating the full suite-branding solution for BASA.

The visual language is the three bright bands of colour behind each layer of type, the contrast and vibrancy of which match the new energy in the organisation and the fundamental aliveness of engaging with an arts environment. On a more functional note, the device of the three colour bands also allows the graphics to extend playfully to the environments where BASA may be involved. The endless creative application possibilities extend the ethos of this brand well beyond a mere stamp.

The new look signals a change in focus, attitude and strategy for BASA ahead of one of its most prestigious projects, the 12th Annual Business Day BASA Awards, supported by Anglo American taking place at the Forum, Turbine Hall Newtown Johannesburg on Monday 31 August 2009. Visit www.basa.co.za for more information.