The Eastern Cape Parks embarked on a branding process. Previously marketed by the Eastern Cape Tourism Board, Eastern Cape Parks has developed a strong, and visually appealing identity with which to announce its independence - and effectively market its vision, mission, values, services and products to its target markets. The brand will be marketed and systematically integrated into all operations and decision making structures of the Eastern Cape Parks to ensure that all stakeholders have an understanding of the value of the brand.
Eastern Cape Parks will be known for its strong marketing infrastructure, sound business principles and governance:
The Eastern Cape Parks has developed a strong and distinctive brand that all people can identify with – comprising a logo, colour, typeface and a slogan. In developing these elements the following guidelines have been applied:
The logo has been designed to incorporate the features that are unique to the Eastern Cape and the vision and values of Eastern Cape Parks. Each element has been carefully considered and worked together to form a composite logo which is modern and visually appealing. It illustrates the leadership and innovation which makes Eastern Cape Parks the No. 1 eco-tourism destination in South Africa.
Golden Brown for the sun and the warmth of the people of the Eastern Cape. The sun signifies both the hospitable climate and the warmth of the people of the Eastern Cape. It is also symbolic of the holistic recognition that the protected areas of the Eastern Cape are an integral part of the larger regional, national and international terrestrial and aquatic environments.
It embodies the spirit of cooperation - we all live under the same sun and share the same responsibility towards each other and the earth’s biodiversity.
Black for prominence, contrast and silhouette. The prominence of this design represents Eastern Cape Parks role in conserving the vast diversity of both flora and fauna of the Eastern Cape.
This eye-catching element illustrates:
The grasslands supporting a vast diversity of plant species,ungulate fauna and a rich variety of birds; The fronds ofthe Pondo Coconut Palm, representative of the variety ofindigenous flora unique to the Eastern Cape, including the succulent Karoo species – unique and of international importance in terms of nature conservation.
The stripes of the endangered Cape Mountain Zebra, the quills of the porcupine, the horns of antelope – all representative of the many animals found in the province, with one of the most varied biodiversities in the world.
Green for land – Blue for sea. This element represents the scenic beauty of the Eastern Cape and the significance of both the terrestrial and aquatic environments of the Eastern Cape Parks.
The Eastern Cape marine and coastal ecosystems support a great biotic diversity. The inclusion of blue - anintentional deviation from the usual "camouflage” coloursused to market nature reserves - emphasises the significance Eastern Cape Parks places on its role in the protection of marine reserves.
Black for emphasis. One of the most unique features of the Eastern Cape’s natural heritage is that all of South Africa’s seven biomes are found within the Province.
The seven dots denote the seven biomes that set the Eastern Cape apart from the other Provinces. The symbolism of the dots also makes reference to the importance of the preservation of the Eastern Cape’s richand fascinating culture. Here the dots represent the imbola- the decorative face-paint of the Xhosa people. Thus, the dots not only illustrate cultural preservation and tradition which is fascinating to international visitors to South Africa, but Eastern Cape Park’s commitment to establishing linkages between the communities and the nature reserves and ensuring their sustainability.
The merger of all of the individual elements into one represents the managementrole that Eastern Cape Parks has in interrelating and linking all the diverse elements and the effect that every decision has on the whole.
In line with Eastern Cape Tourism branding, Eastern Cape Parks Board has become Eastern Cape Parks. The word “Board” has not been included in the logo. This is in accordance with the integration requirement of the provincial communications strategy. The removal of the word "Board" from the Eastern Cape Parks logo serves to strengthen the brand. A strong single identity representing Eastern Cape Parks (its managing and marketing role) and the nature reserves, presents a powerful marketing tool.
The slogan "we promise the earth" is a play on the direct interpretation - promising absolutely everything. In this sense, however, the Eastern Cape Parks is making a promise to protect the earth – promoting the holistic approach that the environment belongs to all. The slogan reinforces a variety of marketing statements:
We promise ...