'Making an Impact' aims to support the principle of how businesses should shape themselves and future growth potential to make long-lasting, positive change within the communities and business environments in which they operate.
"The concept to be communicated is complex," says Boomtown director, Glen Meier. "Many events serve to push the potential of the African continent, so we needed to create a unique stylistic expression for the event and communicate its prestige as well as that of Hogan Lovells."
In 2017, Boomtown partnered with the Hogan Lovells with the aim of positioning the company in Africa. Boomtown did this with the message 'Be a mountain or lean on one'.
Considering this message, and within the theme 'Making an Impact', the creative team encompassed the Hogan Lovells corporate identity and the firm’s brand pillars: understanding, respecting, investing and operating in Africa.
Beginning with the event corporate identity, the logo was developed to demonstrate the ripple effect Africa has on the world and the potential that it holds. The logo aims to illustrate how design can bring the key message of the summit to life.
The iconography of the logo has the goal of representing the positive impact that Africa has on the global community. An outward ripple effect symbolises Africa’s positive impact deep within the world.
Abena Poku, Hogan Lovells' senior marketing and business development manager for Africa, says, "Using an African woman within the visuals places a spotlight on the contribution women make to the economy and business in Africa. African women have been called ‘a powerful untapped economic force’ and are integral in addressing the development challenges Africa faces. The visuals address 'Making an Impact' perfectly, without saying a word."
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