The Western Cape - a Home for All
On the 16th of December - Day of Reconciliation, the Western Cape Province launched the much awaited Home For All logo. This new identity of the Western Cape was unveiled at a star-studded Jazz concert on the gardens of Leeuwenhof, the Premier's official residence. As part of the programme, Provincial Honours were awarded to those individuals, whose dedication and tenacious investments contributed to building this province. (…)
The new provincial logo is the symbol by which the Western Cape will be known and recognized. By this the government of this province is saying, regardless of class, gender, age, religion, culture, language, ethnicity, geography, or sexual orientation - the Western Cape will be a Home for All!
Chief Albert Luthuli, first coined the phrase “Home for All”. In a letter to white voters before the watershed elections of 16 April 1958, 46 years ago Chief Luthuli, President of the ANC said:
“You may have been led to believe that our Congress is anti-white, that it is a reckless organization out to stir up racialism. Nothing could be further from the truth. We are a serious and responsible minded body of men and women, and our aim, as we have stated many times, is neither White supremacy nor Black supremacy, but a common South African multi-racial society, based upon friendship, equality of rights and mutual respect.”
Theme of the New Logo
The new logo therefore reflects the vision of a Home For All. Whilst innovative and creative, it also utilises enough memorable symbolism to become an easily recognizable stamp - evoking simultaneously inclusion, diversity and individuality.
Advertising
The advertising thoughts have centred around the notion of “I am seen. I am heard. I am.” In launching a campaign such as this, one that will ultimately challenge some fundamental classist and racist beliefs, we needed to tread delicately. The initial advertising campaign will therefore not seek to threaten, accuse or alienate but instead embrace and reflect; giving ordinary people, in all their multi-textured aspects, permission to be themselves. The advertising is therefore a collection of “reflective surfaces” - canvases upon which we are all mirrored. In this way we ensure emotional traction for the icon in future. Read more on the rationalé of the design. (…)
Source:
cape>gateway
home for all creative rationale [Pdf]
