The New Botswana Brand has been launched following a request in 2009 that the nation’s brand be re-examined as it was thought not to speak of the aspirations of Batswana.
Speaking at the official launch ceremony of the new brand, the Minister of Trade and Industry, Dorcas Makgato Malesu, said, “Botswana has a lot to offer the world and needed to be branded and have a consistent message about who we are, what we stand for, what our offer to the world is and how we add value to the global community.”
She said the world has become smaller due to the influence of technology and other advancements thus there is a growing need for Countries to continuously compete and differentiate themselves in the global market. Countries have to compete for resources in areas such as tourism, foreign direct investment, promoting culture and heritage to the world.
She said the underlying principle for developing the national brand was “to create a visual representation of who we are”. As a state, the brand is therefore about capturing the essence of Batswana and Botswana and repositioning the country locally and globally.
Malesu said that during the process of review of the original brand and taking into consideration all the feedback, it became clear that the brand logo was appropriate and representative of what needed to be communicated with the brand.
A lot of discomfort was with the strap line, which the public found to be too long convoluted, tongue twisting and not representative of Batswana and their aspirations.
The brand was officially launched with the tagline “opportunity and tranquility beckon”.
The brand has undergone a progression and evolutionary concept of branding a nation.
Speaking at the occasion, the Chief Executive Officer of BEDIA, Jacob Nkate, highlighted that the launch marks a vital milestone in brand Botswana project. He said BEDIA, as custodians of the brand, will produce policies, procedures and guidelines for the use of the brand.
Nkate commended the contribution that the public and other bodies had made in structuring the brand and the valuable input from all stakeholders, which “helped shape the way forward for the country and reflects what we are capable of when united in purpose”.
The new brand has three key Botswana values, which are tranquility, home grown, and work well.
It tells about the experience of living studying, working, visiting or doing business in the country. The Botswana logo represents the visual identity and is made up of two elements, the lettering and the symbol.
A new, fresh and authentic typeface was developed for the brand and it uses one of Botswana national colours, blue.
The sun symbolizes a source of energy, progress, growth, new dawn and beginning; the green colour represents tourism, growth and the lush environment found in some parts of the country.
Brown earth colours represent much of the semi arid Botswana landscapes, while the black colour is represented in the national flag and, when placed next to the white colour, represents racial harmony.
The blue colour is prominent on the national flag and represents rain and prosperity for all. The blue, black and white pattern represents Botswana’s national pride, the Zebra, which is also on the court of arms.
The colour yellow represents the sun and is one of the main elements of the logo, representing optimism and positivity.
Malesu encouraged Batswana to cherish the brand and hold it in high esteem at all times, by bringing the brand to life through “striving to represent the positive aspects of our country in everything we do, be it when engaging with tourists or potential investors”.