Right upfront, I’ll state for the record that the Democratic Alliance is a client of ours: World Wide Creative is currently redesigning a kickass new DA website, due to be live early 2009. The current site was designed by the DA team in a hurry to get it live before the relaunch. It is a placeholder, contrary to some premature reports yesterday.
On Saturday, the ‘New DA’ was launched with much fanfare in Johannesburg, broadcast live on SABC 3 and posted on Zoopy for your internet viewing pleasure. Immediately, there was a lot of negative noise about the new DA logo.
In response, I’ll state my case: I think the new logo rocks.
In my opinion, it fulfills exactly what a good visual identity is supposed to do. It is timeless and versatile. It stands apart from its competitors and it’s instantly recognisable. It’s also very well composed aesthetically.
Obviously I have a little more insight into the reasoning behind it, but I’ll share some of the rationale here.
- The colours sugggest the South African flag, since the DA’s mission is to become ‘of the people, for the people’.
- The lines suggest a landscape, much like the diverse landscape of our country, and of our politics.
- The radiating lines suggest the rising of the sun, a new dawn for the party, and for the South African people.
For a more detailed analysis click here.
The main criticism of the logo has been that it resembled winning candidate Barack Obama’s election logo. Whether the designers were subconsciously inspired by a truly inspirational campaign is another debate, but consider the following:
- The rationale for the new logo is the DA’s own. It’s inspired by the DA audience – an audience which, in many ways, happens to mirror Obama’s.
- The new logo is not too dissimilar from the old DA logo, also circular with the DA colours – although radically out of date. The introduction of the flag was something that was also briefed to our team for the look n’ feel of the site layout.
Those that have stated that the logo will always be placed alongside Barack Obama’s must remember that the election logo is effectively redundant once Obama takes office (the presidential logo takes its place).
In closing, I think we must remember that a logo, while vitally important in creating a visual device to separate from the pack, lives and dies with the message behind it. The DA message is strong, bold and distinctive. I believe that the new logo embodies this, and it will defy its critics. It will work its way into the public’s hearts, in the same way that the SA flag did.
Anyone remember the outrage when that design first came out?