A SHINING STAR: BRIDGING THE PAST AND THE PRESENT
BACKGROUND
SABC Radio’s IKwekwezi FM is an icon of the Ndebele culture – known around South Africa and the world for its visual expression, bright colours and imaginative geometry. But IKwekwezi FM’s logo hadn’t changed in almost
20 years. A lot had changed for the amaNdebele people in that time, including significant migration to urban areas. The old logo was struggling to live up to both the traditional Ndebele aesthetic, and the contemporary, urban aesthetic of many of its listeners.
The logo required a re-design that could uphold Ndebele heritage and culture but give it the freshness and vigour it needs to take its place in the modern South African landscape. It also needed to to live up to the brand’s new pay-off line: Kukhanya Bha! meaning ‘shining bright.’
THE APPROACH
Ikwekwezi itself means ‘star’ and ‘achievement’ – hence the retention and re-invention of the iconic Ndebele star at the heart of the design. We also researched the culture’s traditions and art, taking inspiration for the logo design from the Ndebele’s beautiful, bright colours in fashion (traditional regalia), mural art and bead work. The colours used in the design all have a specific meaning, and were carefully chosen for their symbolism. In addition, we looked at the geometric designs Ndebele artwork is famous for and cross-referenced this with modern art, urban patterns and textures to find a happy meeting point.
The goal: to add dynamism and movement to the logo beyond the traditional, more sedentary lines.
THE LOGO YOU CAN LISTEN TO
Key to this was incorporating the symbolic concept of a modern-day radio speaker into the design of the logo to represent the fact that the radio station is the sound of the AmaNdebele. When one looks at the logo, it delivers the illusion of movement, mimicking a speaker playing at full volume.
RESULT
We were able to design a logo that refreshes IKwekwezi FM as a cultural icon, and engages its listeners in a new conversation about what it means to be isiNdebele-speaking, or even just a friend of the amaNdebele, in
contemporary South Africa.
Old IKwekwezi FM Logo (20years old)
We built on Ndebele traditional mural design.
New IKwekwezi FM logo design
Loeries Awards 2016 / Communication Design / Finalist
Pendoring 2016 / Communication Design / Finalist
