Initiative to help 67 black-owned startups, SMEs with R2m worth in logos, branding

One of the biggest mistakes startups make when it comes to designing a logo is that they design what they like — rather than what is right for the market, says brand specialist Lesley Waterkeyn.

It’s why her marketing business Colourworks along with design studio Designers Ink is offering R2-million worth of logo design to 67 “high impact” black entrepreneurs — which for Waterkeyn are those running businesses with growth potential.

The initiative, dubbed 67 logos by Waterkeyn, will culminate in 67 logos will being handed to the 67 selected entrepreneurs on Mandela Day on 18 July. It will see 67 designers masterminding 67 logos — including mini visual identity (containing logo variants, fonts and colours), a business card and email signature.

In a related initiative Colourworks is calling upon corporates to cover the R6 700 cost of each of the 67 participants to attend a two-day marketing bootcamp. Corporates will be able to write off donations as enterprise development spend, under the BEE codes, says Waterkeyn.

She added that Colourworks and Designers Ink are also hoping to write off the R2-million that the two companies spend, as enterprise development spend.

The concept involves 67 designers masterminding 67 logos for 67 black entrepreneurs

“This project is our way of banding together successful small and medium businesses and corporates – many of which were also started by entrepreneurs –and assisting in a sustainable way” says Waterkeyn.

With both Colorworks and Designers Ink creative teams on board, there is also an opportunity for other designers to contribute their time and creativity to the cause.

Waterkeyn says the perfect logo should communicate a promise and what your brand stands for. “It needs to be simple but instantly recognisable and have longevity – this is a unique skill that trained designers will understand,” she says.

“A logo is the first impression that you make to your customers. Smart design does more than catch the interest of your prospective clients, it can change behaviour.

“Just like you probably wouldn’t design or build you own house, why then would you design your own logo if you’re are not qualified and trained?

“There is a science behind good logo and brand design. To give your business a fighting chance, its worth investing in this critical element,” says Waterkeyn.

Business owners can apply online for the opportunity here.

Featured image: Colourworks CEO Lesley Waterkeyn (Deal Leaders Africa via Youtube)