Brand Identity design for a brand of the elite club in which membership is only by invitation. The club moslty targets
upper middle class in South Africa generally known as "black diamonds" in marketing terms.
Maslow's hierarchy of needs is a theory in psychology proposed by Abraham Maslow in his 1943 paper "A Theory of
Human Motivation" in Psychological Review. Maslow subsequently extended the idea to include his observations of humans' innate curiosity. His theories parallel many other theories of human developmental psychology, some of which focus on describing the stages of growth in humans. Maslow used the terms "physiological", "safety", "belongingness" and "love", "esteem", "self-actualization", and "self-transcendence" to describe the pattern that human motivations generally move through, (Wikipedia). This theory directly speaks to the idea of aspiring to reach greater heights which is positioning for The-A-list.
The logo was designed to represent the idea of reaching the ultimate level which is “self- actualization” on the hierarchy,
which is what represent “the black diamonds”.
Human Motivation" in Psychological Review. Maslow subsequently extended the idea to include his observations of humans' innate curiosity. His theories parallel many other theories of human developmental psychology, some of which focus on describing the stages of growth in humans. Maslow used the terms "physiological", "safety", "belongingness" and "love", "esteem", "self-actualization", and "self-transcendence" to describe the pattern that human motivations generally move through, (Wikipedia). This theory directly speaks to the idea of aspiring to reach greater heights which is positioning for The-A-list.
The logo was designed to represent the idea of reaching the ultimate level which is “self- actualization” on the hierarchy,
which is what represent “the black diamonds”.
The "A" + The Black Diamond + Maslow's hierarchy of needs
