The Drum Awards for Marketing - Extended Deadline

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The Zeitz Museum of Contemporary Art Africa (Zeitz MOCAA) has been opened with a powerful brand identity to represent Africa’s newest cultural icon. Having been appointed the museum’s pro bono advertising agency, M&C Saatchi Abel developed the logo and brand identity to reflect the iconic status and symbolic importance of Zeitz MOCAA both for the continent and internationally.

The resulting solution is brutally simple: a graphic rendition of the 42 silos, representing the original building, but adaptable enough to be interpreted through different colourways, patterns and textures. The concept allows the logo to mirror the dynamic environment of the physical building, as well as the ever-shifting universe of contemporary African art itself.

Credits

Founding partner / Chief Executive - Mike Abel

Founding partner / Head of Strategy - Robert Grace

Founding partner / Executive Creative Director - Gordon Ray

Creative director / Design - Ashraf Majiet

Copywriter - Marguerite Nel

Art director - Kirsten Collins

Business director - Illé Potgieter

Account director - Sam L’Etang

Account executive - Luke De Kock

Video editor - Nic Manshon & Daniël Ferreira

Producer - Ronwin Bailey & Juliet Esquire