Brand Revamp


Brief: African Scholars Fund wanted their dated brand to have fresh life breathed into it. Some elements, like the logo, originated from the 1980s and so needed to be updated. 

Through awards and guidance, ASF aid supports promising young schoolchildren from desperately poor homes to complete their secondary or FET college education. It was important that their new identity reflected this vision.


Solution: We first spent time with the client (their staff and board) and examined the essence of what they do. We conducted a competitor analysis in conjunction with a positioning mapping exercise. We applied colour psychology based on their core philosophy, which was to nature young talent to achieve their full potential. We decided to keep the concept (to retain brand equity), but modernise it into a gender-neutral, slick African design. The green line would become an integral part of their brand identity system. It indicates that this child is now ‘covered by’ the African Scholars’ Fund. The green also depicts a notion of nurturing, mentoring and protecting this child until they are launched into the world as contributing members of society.