"SANRAL’s new logo is a modernised version of the existing logo, and reinforces the brand, carrying it into the 21st century. The transition was developed to speak to who the agency is, how it has evolved, and the impact it has had on lives through the national road network over the years," says the agency’s general manager of communications, Vusi Mona.
Prior to the agency’s formation, its responsibilities were in the hands of the South African Roads Board that was an organ of the then Department of Transport. The Department of Transport restructured and rationalised its operations, establishing four different agencies – of which the National Roads Agency was one.
"The refreshed logo focuses on SANRAL’s mandate of roads and road infrastructure – hence the image of a road as the dominant feature," adds Mona.
The logo is clear, with a colour palette that has been reduced to three primary colours, aiming to offer a richer, crisper spectrum. The agency’s name is spelt out, with the intent to clarify the evolution from ‘Roads Agency’ to ‘SANRAL’.
This is in line with the naming of organisations, which are otherwise known by their acronyms – for example, Eskom, which stands for Electricity Supply Commission and ACSA, which stands for Airports Company South Africa). The acronyms, rather than full names, are visible/pronounced in the logos of these organisations.
SANRAL’s new font is synonymous with the agency’s collateral, with the graphics adding visual emphasis to what it has evolved to. The brand’s idea – ‘Building South Africa through Better Roads’ – is integrated into the logo, aiming to strengthen the agency’s fundamental meaning. However, all the logotype will not be used in all applications.
"The agency will be embarking on a phased rollout of the new corporate identity, to mitigate any excessive spend from the beginning of October," Mona concludes.
For more information, visit www.sanral.co.za. Alternatively, connect with them on Facebook, Twitter or on Instagram.