The museum is housed in the transformed heritage listed Grain Silo building, repurposed by internationally acclaimed architect Thomas Heatherwick in the Silo District of the V&A Waterfront, Cape Town.

Originally a grain storage complex dating back to 1924, its 42 silos and elevator building have been gutted, stripped, and repurposed to house the contemporary art museum in Africa. What once stored 40 000 tons of grain will open its doors to showcase thousands of works by artists from Africa and its diaspora.

"We believe that the museum’s branding should acknowledge and reflect the unique heritage of the original building, but should also be true to the powerful originality and diversity of the art that the museum houses," says Ashraf Majiet, creative director at M&C Saatchi Abel.

The solution is a graphic rendition of the 42 silos, representing the original building but adaptable enough to be interpreted through different colourways, patterns, and textures. The concept allows the logo to mirror the environment of the physical building, as well as contemporary African art itself.

From there, the building’s 42 silos formed the foundation grid for the font called Forty Two, which was developed for the museum – first by hand and then digitised. This font will be used to signpost everything from toilets to the restaurant in the building.

Stepan Martinovsky, project leader at Heatherwick Studios, adds, "It’s heartening to see the building inspire creativity through the work of M&C Saatchi Abel and its unique and special approach to the branding of Zeitz MOCAA."

In addition to being appointed the pro bono agency for the Zeitz MOCAA, M&C Saatchi Abel has endowed a permanent photography gallery – the M&C Saatchi Abel Gallery – within the museum.

Globally, the M&C Saatchi brand is synonymous with art. The original agency founder, Charles Saatchi, opened his London gallery in 1985 to exhibit his personal collection to the public. In South Africa, M&C Saatchi Abel’s collection of contemporary South African and African art is seen by the agency as a body of inspiration for the creative company.

"The parallels and debates around the blurring of art and advertising are endless. But what is certain is that both are a reflection of a society at any given time. It is with this in mind that we view the role of art as fundamentally important to inspiring, challenging, and building creative and original thought," says Mike Abel, founding partner and chief executive of M&C Saatchi Abel.

For more information, visit www.mcsaatchiabel.co.za. Alternatively, connect with them on Facebook or on Twitter.