Case Study 3
The Challenge:
Stand out in a crowded media landscape by embodying a specific, premium auditory experience. The logo needed to visually represent a curated, sophisticated, and uniquely African sound, using a prescribed color palette.
The Creative Insight:
The station’s identity was more than music—it was cultural heritage meeting modern ambition. The logo needed to feel like a contemporary heirloom, resonating with professionals who are deeply rooted yet globally minded.
The Design Solution:
The Symbol
A bold, circular icon merging key African geometric elements in design.
The Color Palette
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Deep Earth Brown: Grounding, reliable, and foundational (the roots and rhythm).
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Sunlit Gold: Prestige, excellence, energy, and optimism (the melody and aspiration).
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Verdant Green: Growth, vitality, renewal, and connection to the continent (the harmony and future).
Typography
A strong, hand-carved-looking artifact projects African roots with modern, professional confidence that appeals to a digital-first audience.
The Result & Resonance:
The logo successfully created an anchor for a premium cultural brand.
Key Takeaway:
A prescribed color palette can be a powerful foundation for cultural connection. By framing these colors within a modern, architectural design, the logo honored heritage without being dated. It visually translated “African contemporary jazz” into a brand that felt both authentically rooted and aspirationally forward—a perfect signal for its professional audience.
Project info
A new Pretoria-based radio station is launching an exclusive format: 100% African contemporary jazz, targeting the rising class of culturally aware African professionals.
Client
Moribo Jazz Radio
Start Date
October 13, 2020
End Date
December 05, 2020
Location
Ritvalei, Pretoria East