New Emblem for Parliament

Cape Town-based Switch Design Group will be rolling out the new emblem of the South African Parliament after competing against Enterprise IG Johannesburg in a paid-for creative pitch. The project will encompass the application of the new emblem to all Parliamentary collateral, including printed material, signage and television channel branding

The new emblem is the result of an intensive public participation process where all South Africans were asked to submit their proposed emblem design for a Parliament that is representative of, and responsive to, all the people of South Africa.Based on philosophyOver 2200 entries were received and finalists were invited to a workshop where four design directions were developed, based on the philosophy of Parliament.

Following a public call for tenders, six shortlisted design agencies were then required to present credentials displaying ability to roll the emblem out across a diverse number of applications.After a further shortlisting, Switch Cape Town and Enterprise IG Johannesburg were briefed to develop a proposed refinement of the emblem in a paid-for creative pitch. The presentations included not only the refinement, but application to a number of Parliamentary communication elements.

Paid-for pitch
Simon Arenhold, business director for Switch in Cape Town, says he is delighted that Parliament has taken the view of paying for a creative pitch as this afforded the agency the opportunity to spend a great deal of time developing a sound design concept.“In fact, the investment in the work during the pitch process was money well spent as much of what was conceptualised during that phase has been retained for the roll out,” comments Arenhold.

The emblem will be launched on 27 March 2007 at a gala ceremony in Cape Town

www.bizcmmunity.com