The Development Bank of Southern Africa (DBSA) Strategy, Corporate Identity and Visual Style
| Fact |
Value |
| Contact |
Johannesburg |
| Client |
The Development Bank of Southern Africa (DBSA) |
| Project |
Strategy, Corporate Identity and Visual Style |
| Industry |
Financial Services |
| Services |
Brand Communications and Collateral
Brand Identity
Brand Positioning
|
“The DBSA is being responsive to its communities: our culture and values are a reflection of the environment we operate in. Our brand illustrates our deep commitment to the development needs of the region.” - Admassu Tadesse, executive manager: strategy, governance and communications, DBSA
The Development Bank of Southern Africa (DBSA) is one of several development finance institutions in South and southern Africa. Its purpose is to accelerate sustainable socio-economic development by funding physical, social and economic infrastructure. DBSA’s goal is to improve the quality of life of the people of the region.
The Bank plays the multiple roles of Financier, Advisor, Partner, Implementer and Integrator to mobilise finance and expertise for development projects.
DBSA perceived its old corporate identity to be dated and no longer relevant to the direction of the organisation.
The Brand Union were tasked with determining the appropriate positioning for the brand based on the DBSA’s overall business strategy as well as creating a bold and compelling brand identity and visual style that translates into the company’s vision and personality.
Development Bank of South Africa is one of the chief financiers behind developing South Africa - as its very name suggests. Therefore, we took an iconic symbol of strength that is unique to the region - the magical baobab tree - and stylised it to create an identity that speaks of longevity, endurance and strength.
The baobab is also a traditional community meeting place and haven to African societies. Custom-letter treatment matches the logo treatment, suggestive of a root of the tree. The S & the A of DBSA are unified, symbolically unifying South Africa.Rooted in an ethos of developing potential, the strength of this identity resides in the colour and pattern - the aesthetic and the craft - and the natural qualities conveyed in the treatment. It talks back to the earth and homegrown values.
Earthy colours like ochre, terracotta and sky blue are reflective of the land; African patterning roots it in the local environment; tribal references refer to the people of this land for whom the bank is trying to create a better life. Different tones reflect various people of South Africa, silhouetted against expanses of plain colour.The aesthetic execution relies on African patterning and a South African heritage that talks to the diverse and multicultural make-up of the people of this country.
