New brand and corporate identity for Discover Africa Group

HelloComputer was appointed to refresh the corporate identity for Discover Africa Group and its subsidiary brands in early 2009.

Discover Africa Group brands

With a proven track record of developing beautiful and effective brand-centric web presences, HelloComputer fulfilled the primary objective of re-positioning and re-designing the holding company’s corporate identity to reflect the new company name and its core characteristics:

• Professional
• Friendly
• Tech savvy
• Passionate about travel
• Passionate about Africa

“Our aim was to build the identity into a more sophisticated and recognizable one, whilst creating space for future additions and scalability” says Mark Tomlinson, Creative Director at HelloComputer.

“We opted for a strong and simple logo and typeface. By combining the iconic shape of Africa with an upward arrow element, we’ve represented both the ‘online-nature’ of the travel company and the passion that the Discover Africa guys have for Africa as a premier worldwide travel destination.”

Another challenge was to re-brand the various entities which make up the Discover Africa Group.

Andre Van Kets, Discover Africa Group Director was clearly pleased with the outcome: “HelloComputer retained key elements of each of the existing brands; a colour, a portion of the logo, or both. We especially like the edgy – yet subtle – Web2.0 design style applied to the logos. The end result is a consolidated set of brands that carry a common thread, yet allows each to remain distinct.”

Visit the websites: Drive South Africa, Overlanding Africa, Discover Africa.

What do you think of the new branding? We’d love to hear your comments.