Tag Archives: Carol Avenant

New City of Cape Town logo: Yellowwood agency creative spin lacks credibility!

City of Cape Town logo newThe Brand Strategy Consultancy Yellowwood, part of the KIng James Group and  TBWA\Worldwide, is back-pedaling and presenting an implausible creative spin in the justification for its severely disliked new logo for the City of Cape Town.

David Blyth, Group Managing Director of Yellowwood, explains the elements of the logo design, for which work commenced in the agency on 6 January and on which 140 hours was spent.  Interesting is to read the website, which informs that the focus of Yellowwood is to ‘build valuable brands for ambitious businesses‘, hardly a description of the City of Cape Town!  From its list of services offered, it sounds more like a brand development consultancy than an ad agency, which is how the local media have described it.  One can be pretty certain that Yellowwood did not write the strategy, and that it was presented with an ‘academic’ document which had to be translated into a logo!

The Yellowwood website states that the consultancy links its client businesses to their brands via marketing strategy, brand strategy, research insights (which appear to be lacking, no Capetonians having been interviewed for the strategy input nor about the appeal of the logo), data analytics, and strategic design solutions.  In its Design section, which appears to be a lesser service, being last on its list of services, it states that its designs are based on ‘strategic insight’.  Clearly the logo is a failure as Yellowwood was not involved in the strategy!  Other public sector clients are the Western Cape government (via Carol Avenant, who worked there previously and now works for the City of Cape Town’s Integrated Strategic Communications and Branding department) and Iziko Museums.

Yellowwood’s justification for its logo design is as follows, as reported in the Cape Argus: Continue reading →

Will City of Cape Town Tourism Directorate forensic investigation affect Cape Town Tourism, World Design Capital 2014, and Marketing of Cape Town?

Cape Town StadiumA week ago we picked up an article in the Cape Argus that intimated tender irregularities in the City of Cape Town’s Tourism, Events and Marketing Directorate, headed up by Executive Director Anton Groenewald, reporting to Grant Pascoe, Mayoral Committee member for Tourism, Events, and Marketing.  Now action appears to have been taken, with a follow up report about a forensic investigationGrant Pascoe and the removal of laptops used by staff in the Directorate, including Councillor Pascoe’s computer!

The original article was difficult to follow, and we have re-read it, to summarise the report as follows:  A three year multi-million Rand contract for branding for Cape Town (no logo has been created for brand Cape Town byAnton Groenewald Whale Cottage Portfolio Groenewald’s Directorate yet, as far as we know, and certainly has not been revealed for comment to date) was at risk of being cancelled, just as it was to be awarded.  The proposed cancellation was denied by the City of Cape Town, even though the Cape Argus has documentation confirming the proposed cancellation.  The branding was to be used at events, the City of Cape Town’s Finance department spokesperson Priya Reddy said.  She also denied that cancelling the tender would be contrary to the host city agreement for the Chan soccer tournament in January, which includes a R6 million marketing commitment.  The cancellation of the tender would be contrary to the City of Cape Town’s supply chain management policy.

Central to the branding drama appears to be Carol Avenant, and here the Continue reading →