The South African city of Cape Town has a new identity, which aims to express ‘diversity, shared responsibility and progress’.
The identity has been designed by Cape Town-based Yellowwood, which won a joint pitch for the project in December 2013 alongside King James Group, which is handling communication strategy and campaign roll out.
The design is a response to a brief from the city to build on its reputation for ‘excellent service delivery’ by creating an identity which shows that Cape Town is a place for ‘opportunity, progress, shared responsibility and inclusivity’ according to Yellowwood.
An abstracted form of Table Mountain has been drawn to distinguish it from ‘thousands of other Table Mountain marks’ says Yellowwood, and the logo’s shape has been cast ’with the stability and symmetry required for a reputable government institution’.
‘We wanted to bring a sense of gravitas to the city, something that was lacking from the previous logo, while remaining friendly and open,’ says Yellowstone.
The mountain has been placed on a circular horizon ‘since looking to the horizon represents progress’ according to the consultancy.
A palette has been made up of colours with local relevance and references the brightly painted houses of the city’s Bo-Kaap neighbourhood, the sea, Table Mountain, carnival and celebration in a bid to ‘bring the identity closer to the people of Cape Town’.
The logo features the Cape Town name in English, Afrikaans and Xhosa.