The province's new logo represents ignition, showing the province as the birthplace of great ideas and the driver of the country's economy, says the premier.

Brand Gauteng ignites the spark of infinite possibilities

A COLOURFUL whorl simulating the letter G is Gauteng's new trademark, with a tagline, "It starts here".

However, its coat of arms remains the main logo of the Gauteng provincial government. "The new logo is just for branding Gauteng, and it can be used by all stakeholders," said Gauteng Premier Paul Mashatile, who launched the new design on Tuesday, 4 November, in Maropeng, at the Cradle of Humankind, west of Joburg.

He was joined at the event by the MEC for sports, arts, culture and recreation, Barbara Creecy; gospel musician, Margaret Motshage; socialite, Gerry Rantseli-Elsdon, and former beauty queens Joan Ramogoshi and Luyanda Mbuli among others.

Made up of a series of coloured dots, the dot at the centre is symbolic of the heart of Gauteng, the spark that generates the vibrant combination of ideas and sensations that make up the rich landscape of the province.

"From the point of ignition the dots expands outwards, each increasing in size and changing colour. This growth symbolises the infinite, limitless opportunities that Gauteng offers to its people and, just as importantly, to the world as a whole," said Mashatile.

The spiral shape was never closed; it would continue evolving and getting stronger infinitely, Mashatile explained. The logo was like a chain reaction from the point of ignition where every unique experience led on from the next.

The spark
He said the new brand would determine what people thought of Gauteng, and how they reacted to it. "By presenting ourselves coherently and consistently, we can more clearly articulate who we are and what we stand for. This is the spark we need to create a new vision of Gauteng."

Designing the brand began in 2006, when the Premier's Co-ordinating Forum suggested the need for a brand that could position the province in relation to South Africa and other globally competitive city-regions.

Mashatile said that a number of parastatals had been roped in, including the International Marketing Council, South African Tourism, Gauteng Tourism Authority, Blue IQ, and Gautrain to mention a few.

It was important to brand Gauteng because places competed for attention in the minds of investors, tourists, organisers of major events and skilled labour, Mashatile said, in explaining the inspiration behind the need to brand Gauteng.

It was designed in a way in which the province could sell itself. "This is our identity, and shows that we are proud of Gauteng. We are a rainbow nation, a multicultural place with a range of activities.

"Our province is the birthplace of many things - life, the economy and innovations." Gauteng was an ambitious province: "We know that we can make it happen and we know that anything is possible."

Wealth
Named Gauteng after South Africa's first democratic elections in 1994, the densely populated province is the country's smallest - and its wealthiest. Over the years, has become the nation's economic powerhouse and leads the way in manufacturing, telecommunications, tourism, business and financial services.

It generated 33 percent of South Africa's gross domestic product, the premier said.

Mashatile explained the tagline underlined the notion that great innovation, great companies, connectivity and great people, all started in Gauteng.

The province had the most highly developed infrastructure on the African continent, futuristic telecommunications and technology, South Africa's five television stations, major radio stations and the best internet and print media in Africa.

"While we are [a] modern province, we have a combination of wildlife and nature reserves, rich archaeological heritage, and outdoor and adventure activities, which makes us Africa's urban playground."

It was alive with theatres, galleries, museums, cultural precincts and craft markets. "We are a cultural melting pot of people from all walks of life, from all corners of the world."

It was envisaged that the new trademark would help to build Gauteng as a globally competitive city-region that would accelerate and broaden economic and social benefits, which would untimely compete with the likes of New York, Paris and London, among others.

Marketing
"The Gauteng city-region strategy, among many others, is aimed at ensuring Gauteng is indeed a good product. The challenge in the branding Gauteng initiative is to both market a good product, capture the consumer's heart and mind and position Gauteng as a globally competitive city-region," Mashatile explained.

The brand is based on the theme "ignition", which embodies the beginning of all things, Mashatile said, adding that there was no holding the province back.

"Individuals and organisation in Gauteng have a 'can do' attitude. We brim with freedom and confidence to create groundbreaking ideas. And our spirit and energy maintain our never-ending momentum.

"We want every resident, every person and every corporate to use and promote brand Gauteng. We want you to spread the word. We need to inspire and educate, helping to bring the Gauteng brand to life, and show others how to appreciate and enjoy it. We want you to show our visitors that this is where it all starts," Mashatile explained.

"We want our visitors also to experience Gauteng's life and its opportunities as we know them. We want to change the perceptions they may have of us. We want them to invest in our economy, visit our beautiful province, play here, spend here and recommend us."

It was an honour to be a catalyst of Gauteng's continuing change. "Change is in our nature, if we are Gautengers, we desire to change – to better our lives, just as our ancestors did. We continue the search for newness and innovation – unafraid to lead the way into the future," Mashatile concluded.