“This marks a very special and important time in the life of SA Ubuntu as we grow and evolve. The Mad Advertising brand of passion and vision is well-aligned with ours which has made for an exciting partnership. The new logo allows us to be seen as a vibrant foundation and will play a part in assisting us to achieve our goals to the future,” says Kevin Chaplin, CEO of the SA Ubuntu Foundation.
The new logo was designed by Mad Advertising, a Cape Town-based through-the-line communications agency. Mad Advertising prides itself on its pursuit of excellence in creativity, a passion for its clients and the use of cutting-edge strategic and creative advertising through the integration of traditional and digital channels.
“The partnership between the SA Ubuntu Foundation and Mad Advertising is one built on good will. We believe the work that the SA Ubuntu Foundation does is critical to the fortunes of our country and we are proud to be a part of this exciting time for the foundation. We believe that this fresh and bold new look will enable the foundation’s ambitious goals for the next few years and we look forward to walking this journey with them,” says Julie Gresse, new business developer of Mad Advertising.
After weeks of development and exploring dozens of styles and selections, two options were presented at an Ubuntu business breakfast at the Southern Sun Hotel in Newlands, Cape Town. Guests were greeted with a special ballot paper with the two final logo selections, marked “A” and “B” and were asked to designate their favourite to be the new Ubuntu logo. Both designs were created to communicate the spirit of Ubuntu, combining elements of unity and togetherness. In the end the choice came down to aesthetic preference.
The new logo will now be rolled out to all of the foundation’s marketing collateral.