Logo design: Nustart Finance Programme

Client: Micro Business Development Corporation

The MBDC (Micro Business Development Corporation – now SUMS) asked us to design a logo for their Nustart finance programme (and its associated Start-Up Fund) aimed at the previously disadvantaged in South Africa – those living in townships, most of whom are "ethnic" Africans.

The purpose of the programme is to help those people start up their own business, using a loan ladder and incentives.

Previously, MBDC gave the design job to one of the best advertising agencies in the country, who ended up designing stunning letterheads but completely missed the market. We went on to design simple but striking work using primary colours.

Imitation of traditional ethnic designs is seen as condescending by ethnic Africans, so we steered clear of that. How would I, as an Afrikaner, feel if advertisers used images of Boere carrying shotguns and the Vierkleur flag to reach my market? A similar design issue is discussed on the Purlikur Liqueur Box and the "In The Rapids" book cover design pages.

Click here to see the full corporate identity (logo, business cards, letterheads, bank deposit books and brochure) we did for the NuStart finance programme / Start-Up fund.

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© Konrad Rode & Rode Graphics CC
(Mowbray & Bellville, Cape Town, South Africa)