Magic happens when you work with like-minded professionals who mirror your passion. We were recently afforded this opportunity when collaborating with Clive Evans and David Minnaar to produce the strategy and CI design for the Nelson Mandela Centenary. One Lady & A Tribe was awarded this work by the Nelson Mandela Foundation (NMF) in 2016 and we’re immensely privileged to advance Madiba’s legacy.
The story of Nelson Mandela is one of victory and liberation from a position of struggle and incarceration. It’s a story of hope and inspiration for many who take heart in the triumph of social justice. To honour this legacy a new brand property and brand identity was created for the Centenary. We developed an iconic mark that is true to the life and times of the man himself; the imagery is emotive, positive and strong, yet simple and practical, local yet global. A reflection of the past and an inspiration for the future.
The symbolism and associated artwork captures elements of Mandela’s life in their most raw and purest form, combining the struggle, the incarceration and the liberation into a commemoration of his one hundred years. The unique typeface is inspired by and recreated from Mandela’s personal letters. It is this simple story that becomes the essence of the campaign avatar. And in true homage to Nelson Mandela, the avatar is a combination of his own drawings.
The wordmark provides the necessary detail of his name and the centenary year and then closes off with the slogan and call to action, intended to motivate the world at large and to find the Madiba in themselves and to be the legacy. Finally, the anchor of the mark recognises the Foundation as the custodian of his life and times and a committed facilitator of his legacy.
This new brand identity for the Nelson Mandela Centenary is as bold and strong as he was, and will serve well to promote what he asked of us: to help live his dream.
Sheila McGillivray, Tribe Leader