Why was brand alignment required for the South African national brand?
South Africa currently has over 60 different brand logos, with multiple messages being communicated to local and global audiences. This brand fragmentation has not only delivered a myriad of marketing messages relating to the country, but has led to a misalignment of the overall South Africa brand architecture. The objective behind the creation of a single brand position and identity is to combine and unify international marketing efforts of various South African entities. Through this project, we have sought to represent South Africa in an iconic and memorable manner, simultaneously aiming to enhance the country’s global competitiveness. We are confident that we have created an icon that represents what South Africa stands for, what we have to offer and one that is representative of all South Africans.
