Zeitz Museum of Contemporary Art Africa: advert-body-2 by M&C Saatchi Abel
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The Zeitz Museum of Contemporary Art Africa (Zeitz MOCAA) has been opened with a new 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.
From there, the building’s 42 silos formed the foundation grid for the unique font called Forty Two, which was meticulously developed for the museum – first by hand and then digitized. This font will be used to signpost everything from toilets to the restaurant in the iconic building.
In addition to being appointed the pro bono agency for the Zeitz MOCAA, M&C Saatchi Abel has endowed a permanent photography gallery – the M&C Saatchi Abel Gallery – within the museum.
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
