The new design aims to look clean and uncluttered, younger yet strong and contemporary. The brand mark is reminiscent of a branding iron, while the colour palette includes black, purple, green and yellow; hues that are meant to express vibrancy, energy and passion.
Brand consultants Interbrand Sampson, were appointed to guide the rebranding process. Jeremy Sampson, an IoDSA Council member, worked with design director Anton Krugel to update the brand blueprint. “Everyday decisions are often based purely on appearances and reputation. If you are to survive in business you cannot afford to appear behind the times, thereby putting yourself at a disadvantage,” says Sampson.
The IoD, founded in London in 1903, established the Southern African division in 1960. Over the years, the Johannesburg branch has become increasingly autonomous of London. “We have benefited greatly from this [UK] relationship,” says IoDSA chief executive Lindie Engelbrecht. However, Engelbrecht saw this break as an opportunity to refresh and evolve the organisation's image.
“Companies and organisations are brands in their own right. Any brand must stay relevant in order to resonate with its key stakeholders and count amongst the owner's most sustainable assets.”
