December 22, 2021

A New Brand for Community Chest Durban

A New Creative Direction for Community Chest Durban

To complement the brand DNA and communication strategy for Community Chest Durban, a new logo and creative direction was created.

Without losing any of the brand credibility built up over the past 90 years, Millhouse Design enhanced the Community Chest Durban logo to make it relevant and contemporary.

According to Michael Viljoen from Millhouse, a logo is one of the most important investments you can make. As the most visual aspect of a brand, a strong logo will help your organisation to be easily recognisable, it can conjure feelings about what you do and can create a powerful first impression, which drives loyalty.

Here are five key qualities which makes a logo great:

  1. Memorable
    A great logo creates an identifiable symbol that helps the public to recognise your brand. They are then able to connect the symbol to what you do and how they feel about your organisation.
  2. Simple
    A great logo is easy to understand and presents a unique identity while avoiding clutter and ambiguity.
  3. Versatile
    A great logo is versatile, working well across the wide depth of media, sizes and applications required of effective brand strategies.
  4. Relevant
    A great logo speaks to the target market directly, using style and iconography relevant to the market.
  5. Builds Trust
    A great logo creates a perception of trust by becoming familiar to a wide range of people. The memory of your brand creates a feeling of familiarity and trust.

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