New logo for Brand South Africa

• Margaret Dingalo
Director: Stakeholder Relations
Brand South Africa
of South Africa
+27 11 483 0122

South Africa’s Cabinet has approved a new international marketing logo for the country. Inspired by the South African flag but evolved into a “trade-markable” form, the new logo is distinctive, dynamic and energetic, and stands out within its competitive environment.

“This is a culmination of a comprehensive process of consultation among provinces, cities and national departments to align around one brand positioning and a single identity on the international stage,” Brand South Africa (formerly known as the International Marketing Council) said in a statement last week.

Initiated and driven by BSA, the logo’s development costs “will be quickly offset by the combined impact of previously separate branding initiatives”.

“The purpose of brand alignment is to avoid brand dilution when various South African entities market themselves internationally using different logos,” BSA said.

“The intention is rather to combine the country’s various marketing efforts in order to enhance South Africa’s global competitiveness with regard to tourism, sports, arts and culture, trade and investment.”

The new logo does not replace the government coat of arms or other institutional logos, but is purely for the purpose of country marketing initiatives.

Its roll-out will be facilitated by an easy-to-use, do-it-yourself manual that will be freely available to anyone mandated to market South Africa internationally.

At the same time, stocks of existing marketing “have been carefully managed in order to ensure a smooth and cost-effective transition,” BSA said.

The new logo “builds on a renewed era in collaborative nation branding, and is timed to take maximum advantage of the global focus on South Africa in the light of our hosting the 2010 Fifa World Cup.

“The marketing of the nation brand of South Africa will be taken to new heights as we work together as Team South Africa, under one logo, to welcome the world to join us in celebrating the first World Cup on African soil.”