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The Beautiful Effect

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The Beautiful Effect DW 14-15 F1:Layout 1 28/5/10 14:53 Page 14 DW Branding The beautiful effect The upcoming football World Cup has accelerated urban development in South Africa and helped kick-start a range of local initiatives, despite Fifa’s tight grip on the official branding. Lynda Relph-Knight looks at how some of the cities that are hosting games are presenting themselves to visitors hen I fly back to South Africa I always But while these projects put Grid in the frame founder of Johannesburg consultancy Black, wait for that smile – and I get it.’ for official World Cup work – it was shortlisted in the Fifa pitch led to work for banking sponsor This, says Nathan Reddy, founder of the Fifa branding pitch won by Switch – neither Absa on South Africa’s training kit. Switch’s WJohannesburg consultancy Grid, is was sparked by South Africa’s successful bid for success, meanwhile, led to contact with African what sets his homeland apart from other nations the tournament. Both were born of a broader telecoms giant MTN, a core sponsor, and a host ‘and what 2010 Fifa World Cup visitors can need for national coherence. The World Cup has of related projects. At Johannesburg’s OR Tambo expect. ‘It is in us to be welcoming,’ he says. ‘accelerated’ the work though, as it has other International Airport, you can’t miss Switch’s This trait underpins the national branding local schemes. ‘There is an urgency,’ says Reddy, bright yellow MTN promotions bearing the projects for which Grid is renowned. It boasts citing the landscaping of Durban’s seafront as an cheery ‘Y’ello’ welcome. Brand South Africa and Airports Company example of World Cup fervour. Then there is city branding. Fifa insisted on South Africa among a portfolio of more It is a different story across town at Switch, city authorities rethinking their branding to commercial clients, and it is branding for where Gaby De Abreu created the branding for accommodate its requirements, resulting in those two that will help to shape visitors’ 2010. Switch has been flat out on the branding creative work. What happens after the World perception of the cities hosting the games and collateral for the World Cup, as has Joe Cup remains to be seen, but some projects during the World Cup. Public on the website. ‘It’s not the edgiest work will live on. Superb imagery commissioned from various I’ve done,’ says De Abreu of a logo featuring Working with the City of Johannesburg, for photographers reinforce Grid’s nation branding. traditional rock art, the colours of Africa and the example, information design specialist Moja has Meanwhile, clear information design, featuring African continent. ‘But it had a story because of created maps for Johannesburg to help fans find colour-coded elements and Bliss typeface, and my first-hand knowledge and passion [for their way to and around the city’s two stadiums installations at each Acsa airport – a Table football and South Africa]. and identify transport systems and ‘visitor- Mountain-shaped exhibition pod at Cape Town, But while official World Cup work has been friendly’ areas within the city – a vital legacy for for example – will explain indigenous cultural elusive for most local creatives, sponsorship has a city as impenetrable to outsiders as characteristics to air travellers. yielded lucrative spin-offs. For Veejay Archary, Johannesburg is reputed to be. For more on the Fifa branding visit www. designweek.co.uk 1 2 14 Design Week 03.06.10 www.designweek.co.uk DW 14-15 F1:Layout 1 28/5/10 15:09 Page 15 Branding DW What happens after the World Cup remains to be seen, but some projects will live on These local campaigns blatantly flout the years – transport and stadiums, for example – notion of Brand South Africa. Take Fifa’s rules and policing have constrained its Johannesburg’s edgy ‘You make Joburg great’ effect on branding. But, argues Zahira Asmal of by Penquin International, which launched Designing South Africa, a project to define and ‘underground’ last November and for which the share the World Cup’s creative legacy, ‘It has city admitted ownership in February. Gavin Reed mobilised people in South Africa to kick-start of the City of Johannesburg says the World Cup initiatives in the way [achieving] democracy ‘was a factor’ in this bid to unite the city and the should have done.’ look and feel of the campaign was approved by Fifa itself has added to this mobilisation with Fifa. The overall aim, he adds, is to keep the Grassroots Soccer programme to increase Johannesburg ‘as distinctive as possible’, and it Aids-awareness among young people and the is unlikely, given inter-city rivalry in South Africa, Dreamfields Project to promote education for that Johannesburg is alone in this approach. less advantaged communities through football. Meanwhile, Wayne Harper of the British And while Archary maintains the impact of the Council in Johannesburg says his team hasn’t tournament on South Africa’s creatives has been allocated extra resources to World Cup activities slow, he says its potential to create social and plans no design-led events. He says cohesion is inestimable. ‘Football has a wide football-related cultural activities for cities appeal,’ he says. ‘We are looking for it to do hosting World Cup matches have been curtailed what the 1997 Rugby World Cup did for South by Fifa as it doesn’t want to be upstaged. Africa – to create hope.’ If you have seen Clint The consensus is that though the World Cup Eastwood’s movie Invictus on Nelson Mandela’s has created momentum for urban development influence over that event you can only applaud in South Africa that has been going on for ten that sentiment. 3 45 6 1 and 4 The official Fifa 6 Grid created ‘African’ World Cup South Africa patterns for Fifa 2010 poster and logo, souvenir shirts designed by Switch 7 Grid’s work welcomes 2 Posters for Grid’s visitors to 2010 Indaba Brand South Africa with fact sheets on campaign feature South Africa work by various photographers 3 and 5 Grid’s Brand South Africa work extends to matchboxes and wine carriers 7 www.designweek.co.uk 03.06.10 Design Week 15 DW 07:Layout 1 8/6/10 13:34 Page 7 News in Depth DW Maps World Cup prompts mapping initiatives in Johannesburg Calling brand communication specialists and strategic design agencies. 12,000 marketers need your guidance. Do you need them? Call Paul on 020 7970 6528, limited showrooms available. www.marketingweeklive.co.uk/brandcentral Integrated Transport Map for match days, detail from the Joburg Ultimate Guide, by Moja Marketing By Lynda Relph-Knight map with zoom-ins around and in the stadiums, Brand Central Station is brought to you by Identity is a big thing in South Africa. Making real which also contains details of the new Gautrein the notion of the rainbow nation is on the minds train service and ‘park and ride’ and ‘park and of designers, activists and politicians alike as walk’ facilities developed for the World Cup. the diverse and cosmopolitan African nation All had to meet approval from football’s stringent prepares to host the Fifa World Cup, which kicks governing body Fifa. off on Friday. Portal says Moja took on research for the But for Johannesburg, South Africa’s largest fast-track project, starting with police maps and city, identity is taking an interesting turn. It is Google maps and distilling the data. A series of about creating a sense of place and the city icons has been created to denote cultural authorities are turning in part to map design to attractions and amenities, and colourways help achieve it. developed to highlight ‘safe’ and ‘scenic’ areas: Johannesburg has no real centre – just a orange for pedestrian areas and green for -VYHSS`V\Y series of leafy districts. It has no river, canal or scenic routes. sea to orientate round, just a railway crossed by Some of the maps feature a coloured grid, the landmark Nelson Mandela Bridge, inspired by the distinctive ‘mosaic’ architecture completed in 2003 by Danish architect Dissing of Soccer City, designed by local practice and Weitling, and the earlier Queen Elizabeth Boogertman & Partners and sports specialist +PNP[HS7YPU[ Bridge. And public transport is haphazard. Populous. This in turn, says Portal , takes its cue Given this scenario – and some 500 000 from the African cooking pot – the kalabash. football fans expected in Johannesburg this Moja has already created maps for month – local tourism branding group Moja Johannesburg – as part of campaigns such as Marketing has worked with the City of ‘You make Joburg great’, created by local ad ULLKZ Johannesburg to create a series of maps and agency Pinquin International and overseen by guides to help visitors and the ‘ambassadors’ Gavin Reed of the City of Johannesburg. But shepherding them. Reed maintains the World Cup has escalated the Apart from helping fans to and around the process with the maps, as city’s two stadiums – Ellis Park and the with other local initiatives. In saying ‘We are revamped and rebranded Soccer City on the going to be accountable to South Africa and edge of the Soweto township – the aim is to internationally,’ he echoes the words of others encourage people into ‘walking areas’, says working in cities across South Africa. James Delaney of Moja, and to steer them ‘2010 has turned everything upside down,’ towards public transport and safer private cabs. concludes Delaney. ‘Johannesburg has been a business destination,’ he says, ‘but now it is trying to attract tourism.’ To help with this, the Moja team led by designer Sival Portal has created three main pieces: lanyards with information ‘flick packs’ containing basic details of transport, amenities and attractions for City of Johannesburg staff, police and others whose job it is to advise visitors; a transport map of the city; and a visitor Notable Joburg games *VU[HJ[\ZOYZ4VU:H[*SLYRLU^LSS,* Johannesburg will host the first match in the 2010 World Cup – South Africa v Mexico – which kicks off on Friday The city will also host the World Cup final, which will take place on 11 July www.designweek.co.uk 10.06.10 Design Week 7.
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