A new logo to represent South Africa when marketing the country, to be used by the International Marketing Council and South African Tourism, is aimed at avoiding the use of 70 different variations of South African logos.
It is a massive disappointment, and looks amateurish, rather like a “back-to-school” script on a blackboard, with some South African flag colours on the side! The new logo was approved by the Cabinet last week, reports www.bizcommunity.com.
“The approval of the new logo marks the beginning of a new era in nation branding as South African entities will now go out to the world under a single, colourful, dynamic logo and positioning” said Government spokesperson Themba Maseko. According to him, the new logo takes the country to “new heights as South Africa gets ready to welcome the world to its shores for the 2010 World Cup”!!!
The logo is the result of an 18 month project co-ordinated by South African Tourism and the International Marketing Council, in order to achieve brand alignment and to ensure that brand South Africa is represented uniformly at international, national, provincial, and local level.
What has not been announced is the pay-off line that is to be used with the logo for South Africa. The current line “It’s possible” is meaningless, and is also the pay-off line for Coke Zero!
South Africa has a once-off marketing opportunity with the 2010 World Cup. The new brand identity is very late relative to the 2010 World Cup marketing campaigns which started earlier this year without the new brand identity, and very uncreative, a sad reflection on a country with talented designers! One wonders which design agency came up with the design and how much they were paid for it!
A poll on the www.bizcommunity.com website shows that equal numbers of its readers love and hate the new logo!
A new Board for the International Marketing Council has just been elected, for a three year tenure, and includes provincial and government tourism representatives, as well as the following independent players, tasked with developing a South African brand identity to enhance South African trade, investments, tourism and international relations; to build national support for brand South Africa; to build awareness for the brand; and to build the image of the brand:
* Anitha Soni, tourism specialist and Deputy Chairperson of the first Tourism BEE Charter Council.
* Dr Judy Nxasana, businesswoman and Chief Executive Officer and Chairperson of Mbhekani Health and Wellbeing, and chair of Masibulele Pharmaceuticals.
* Danny Jordaan, Chief Executive Officer of the 2010 Local Organising Committee, an accomplished organiser and marketer of the South African brand
* Advocate Brenda Madumise, a non-practising advocate with vast business experience and a director of a number of private companies.
* Ajay Gupta, Chairman of Sahara Holdings, who has been a member of the IMC since its inception.
* Essa Yacoob, an accomplished Western Cape tourism expert.
* Welcome Msomi, an internationally acclaimed playwright, choreographer and director.
* Wayne Morris, founding partner and managing director at Growth Strategy and Engagement Corporation, a niche consultancy focusing on strategic interventions with key clients.
* Zizi Kodwa, political communication and campaign specialist, former head of communication for the ANC Youth League, former marketing manager for Denel and current spokesperson for the ANC President.
* Vusi Mvelase, director of Vusi Mvelase and Associates, a communications consultancy company.
* Lucas Radebe, SA Tourism’s 2010 Brand Ambassador, a successful businessperson, accomplished soccer player and philanthropist.
It is of concern that very few of these South African brand Trustees have any experience in Tourism or Marketing!
Chris von Ulmenstein, Whale Cottage Portfolio : www.whalecottage.com
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