"I want a map of Africa in my logo"

Posted Wednesday, 27 August 2008  |  Category:  Branding and marketing ideas  |  Comments  | 

There are many ways to make your logo look African – including a map of Africa may not be the most ingenious way to do so. Especially if your name already includes the word "Africa" (along the lines of African Logistics Partners) such obvious visual tautology come across as cheap, amateur and unimaginative. Rather look at more creative ways to convey your local flavour. Here are a few industry examples by talented designers.

1. Symbols

If you're going for the pictorial approach, select an African symbol that relates to your business offering. This could include:

a. African people

b. Objects Relating to Africa (crafts, pots, spears, gum boots, masks...)

c. Animals (Rhinos, springboks, zebras, elephants...)

c. Plants (acacia trees, protea flowers, baobabs...)

All in all, ensure that your symbol shares major characteristics with your brand.

2. Patterns

Alternatively, look at patterns that are quintessentially African – triangles, hoops, swirls, circles, spirals, bead-shapes... Best yet, drop by an Ndebele hut for geometric inspiration!

3. Colours

Ignoring symbols and patterns, you could simply use colours that are unmistakably African:

a. Browns (clay, coco, earth, warm orange)

b. Bright saturated colours (those typically found on African maps - bright greens, primary reds, yellows and black)

c. Combinations

Certain colour combinations immediately say "African" - think of royal blues and khaki browns, "dirty " yellows and grey-greens, bright oranges and reds...

 4. Fonts

Another approach is to explore fonts with a certain African quality.  These usually have a "hand-made" irregular look, reminiscent of African crafts.

5. Style

Lastly, you can communicate your African-ness in the overall style of your logo. Go for curves, waves and curls, handrawn elements and an overall sense of fun and vibrancy!

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