The Chief Executive Officer of BEDIA, Jacob Nkate, has refuted the allegations that the new BEDIA logo was stolen and is an emulation of one logo in Mpumalanga in South Africa.
During the launch of the logo in Francistown, Nkate told Sunday Standard in an interview that he maintains that the logo belongs to Botswana with all its characteristics symbolizing Botswana, saying the allegations of the logo being stolen are without basis.
“I have been part of the process of the development of the logo during my capacity as Minister,” Nkate said.
He asserted that during the development of the logo, several presentations were made to cabinet and the media allegations are without basis. He went on to state that it is not unusual for logos to look alike indicating that it can merely be a coincidence.
Nkate gave the example of the Puma and Jaguar logos which he pointed out as sharing similar traits.
He added that BEDIA followed its own process in designing the logo and in South Africa they followed their own way of designing their logo.
“The said logo in South Africa bares totally different characteristics; for example, the sun has rays that have similar colours and the BEDIA logo has the sun that is colour coded,” he stressed.
He established that in designing the logo, a local company was engaged to come up with the logo, adding that he had evidence to support this but was not at liberty to produce it at the time.
However, Nkate reminded the participants that the logo will give Botswana a competitive edge relative to other countries. He added that research conducted in the area of nation branding indicates that now more than ever, it has become increasingly important for nations to be viewed as independent and unique. He mentioned that these qualities enable the country to stand out or to be differentiated from the rest.
Nkate said that there is an urgent need for Botswana to conduct a research to find out what Batswana and the world think of Botswana and to put in place measures that would shape their perception to reflect on how they aim to be viewed.
“One does not need to look far for illustration of states that have gained from successfully implementing nation branding strategies,” he indicated.
He gave the example of African countries that have already exerted efforts into developing and executing this initiative such as Kenya, Nigeria, Egypt and South Africa.
“Nation branding is not just a trendy, once off activity, but rather a function to be embedded in a country’s DNA,” he declared.