Business and Arts South Africa (BASA) unveiled its new brand identity which was designed to reflect the strategic direction for the organisation. In creating the new look, BASA worked with Johannesburg-based agency, It’s A Go!,
The new look signals a change in focus, attitude and strategy for Business and Arts South Africa just ahead of one of its most prestigious projects, the 12th Annual Business Day BASA Awards, supported by Anglo American – which is scheduled to take place at the forum|turbine hall in Newtown, Johannesburg on 31 August 2009.
For the agency, an important driver for change was using the branding to remind corporate South Africa, the arts community, media and the general public about just what BASA stands for. In addition, the past year has seen several changes at Business and Arts South Africa – a new CEO, Michelle Constant, was appointed in 2008 and a new Marketing and Operations Manager, Pieter Jacobs, joined Business and Arts South Africa recently. This new energy, along with the shifts in South Africa’s political, economic, technological and cultural landscape, meant the time had come for Business and Arts South Africa to reaffirm its vision and mission, and created an opportunity to articulate its significance.
Says Michelle Constant, BASA CEO: “As part of the broader rebranding strategy, we realised the need to go beyond the acronym of BASA in order to grow recognition. We also wanted to state clearly what it is that we do: we connect Business and the Arts.’
The visual language is the three bright bands of colour behind each layer of type – the contrast and vibrancy of this match the new energy in the organisation and also the fundamental “aliveness’ of engaging with an arts environment.
To access Business and Arts South Africa’s new branding and approach visit its website – www.basa.co.za – which has been updated to include a number of new features.