DTC Botswana Corporate Identity
| Fact |
Value |
| Contact |
Johannesburg |
| Client |
De Beers
DTC Botswana |
| Project |
Corporate Identity |
| Industry |
Industrial |
| Timeline |
12 Months
Aug 07 - Aug 08 |
| Services |
Brand Identity
Brand Language
Live Events
Wayfinding
|
| Team size |
6 The Brand Union
4 Client |
As the rough diamond distribution arm of the De Beers family of companies, the Diamond Trading Company (DTC) - a 50% partnership between DeBeers and the Government of the Republic of Botswana, sorts, values and sells around half of the world’s rough diamonds.
"The Brand Union’s creativity and execution truly reflected their professionalism, passion, enthusiasm and pride"
Due to the joint venture between the DTC (Diamond Trading Company) International, part of the De Beers stable, and the Botswana government, DTC Botswana required a new logo. The logo design needed to reflect the coming together of these two entities whilst embracing the down streaming focus.
It was imperative to incorporate the De Beers vaules as well as the spirit of the Botswana people in the strategy. Keeping in mind sensitivities regarding the apportioning of the logo ie. How much would represent DTC and how much would represent Botswana. It was through the strategy and KPI's that we were able to deliver a solution that embraced all parties. It was decided that the logo would be a careful balance of both entities.
The logo needed to express this idea of resonance, creating something sustainable into the future today. A living legacy. The challenge on a visual level very simply put: to represent diamonds, Botswana and this sense of resonance, while considering the merging of two entities. The Zebra is an animal synonymous with Botswana it is the most iconic element in the coat of arms. The zebra pattern is part of the Botswana fabric. The Epiphany - On closer inspection we realised that zebra’s have a diamond on their foreheads.
A striking brand that embodies the heritage of Botswana with the opportunity created through the DTC. The elegant symbol captures the essence of Botswana and is worn with pride by staff, admired by locals and respected by the Government that it serves.
