The new logo, developed by designer Bridget Hilliar in consultation with Trade Intelligence design studio lead Annomi Kriel, whose creative vision has shaped the company's visual identity over the years, has been rolled out across all of its platforms and media, says the company. 

Rather than an entire redesign, the logo draws on the company’s 20-year history as a recognised and trusted provider of trade insights to most of the major manufacturing players in the South African consumer goods industry, says Trade Intelligence. 

Respectful of its heritage as a business, Trade Intelligence says its new identity keeps the red, black and white colourway. "These are colours that have traditionally been associated with the trade — bold, clear and promotional," says Trade Intelligence Marketing Manager, Nadine Fernandes. "We are out in the trade every single day, and the retail space — from spazas to hypers — is very much part of our DNA. Our new logo recognises that."

The identity, including the choice of typeface, also aligns more closely with the corporate identity of Ti's parent company, the Smollan Group. It reflects the value we add to the Smollan portfolio and the strength it draws from its association with such a storied global business with South African roots. And speaking of South African roots — you will find that the lower-case "ti" logotype gives a subtle but appealing nod to the interlocking geometrics of traditional design from our region and also suggests the human interactions the company values every day, in the trade and beyond, says the company. 

The launch of the logo coincides with an exciting time of growth for Trade Intelligence. "We have already extended our network and our offering into other African countries," says Trade Intelligence MD, Janene Laas. "But our ambitions extend further. We know that the insights we offer as a business with its roots in the trade and a proprietary model of digital and in-person knowledge management are a game-changer for local clients. We believe that the offer will have broader global appeal."

Trade Intelligence concludes that as it grows its presence in other markets, the new identity will represent us in new geographies and to new clients — bringing with it the flavour of home and the values and heritage that made us great in the first place.

For more information, visit www.tradeintelligence.co.za. You can also follow Trade Intelligence on LinkedIn, X, or on Instagram. 

*Image courtesy of contributor