The City of Cape Town's Integrated Development Plan resulted in a changed brand strategy for the city - moving from a reputation of service delivery excellence to one of collaboration, partnership and active citizenship. The new identity needed to bring to life a shared sense of responsibility between citizens and government, and position the City as a place of opportunity on the global stage.
Below is the previous City of Cape Town identity, comprised of an informal Table Mountain silhouette against brushstrokes in the colours of the national flag.
The visual language and colour scheme
Semiotic analysis of the existing identity and category revealed that the Table Mountain contour is common across many categories, the colours of the national flag usually represent national institutions and political parties, and the brushstroke and spectrum are conventions in hardware, DIY and nursery school education
Landmarks are common symbols for Metro local governments in South Africa, but Cape Town is unique in utilising a natural landmark. We wanted to retain this proud symbol of the city.
We wanted to retain Table Mountain as the iconic landmark of Cape Town, but give it new meaning and differentiate it from thousands of other Table Mountain logos already in existence. To do this we abstracted it down to its most basic forms.
To bring to life Cape Town's diversity of cultures, people, languages and views, we reflected the mountain from many points of view. The concentric rings represent the different roleplayers collaborating to make a city of opportunity and progress.
Colour inspiration is drawn from the unique colours of Cape Town - from city carnivals and the painted houses of the historic Bo-Kaap district, to fynbos, sea and the surrounding winelands
The new symbol in full colour
The City of Cape Town's new identity - representing progress, opportunity and collaboration in a dynamic symbol that celebrates Cape Town's diversity, natural heritage and people.
Reversed white on the colours of Cape Town - to be used in banners, graphics and suitable applications
Visualisations for roll-out