Johannesburg, South Africa (PressExposure) August 12, 2009 -- 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 BASA, the significance of reinvigorating its branding mid-2009 is driven by the organisationâs mission to connect Business and the Arts in South Africa in evolving and diverse ways.
Says Michelle Constant, BASA CEO: âAs 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.â
âThe brand also had to say: we are energised, we are here and we are active, even in a time which is economically unstable, all the while aligning with our core values and mission,â adds Constant.
In creating the fresh new look, BASA worked with Johannesburg-based agency, Itâs A Go!, creating a full suite-branding solution thatâs in keeping with the founding mission and values of BASA whilst placing it firmly in the 21st century.
The team at Itâs A Go! was sensitive to BASAâs brand legacy from the start.
âThe name Business and Arts South Africa, along with its icon of a fountain pen and brush, had a particular place in a certain time of the local arts and culture landscape that we wanted to refer to but also broaden significantly,â says Glenda Venn, Managing Creative Director at Itâs A Go!
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 Africaâs 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.
The visual language is the three bright bands of colour behind each layer of type â the contrast and vibrancy of this match the new energy in the organisation and also the fundamental âalivenessâ of engaging with an arts environment. On a more functional note, the device of the three colour bands also allows the graphics to playfully extend to the environments where Business and Arts South Africa may be involved. The endless creative application possibilities extend the ethos of this brand well beyond a mere stamp.
An easy way of accessing Business and Arts South Africaâs new branding and re-energised approach is on its website - http://www.basa.co.za - which has been updated to include a number of new features - including news, a reviews blog, dedicated sections for the Barloworld ARTWORKS mentoring programme, Artists and Arts Projects, a Marketplace for Businesses, the Boardbank SA, the BASA Basics Programme, important links and more.