The challenge was to convey a sense of Africa without being clichéd. In respecting the balance between leisure and luxury, the logo straddles the divide between casual playfulness and designer minimalism.

This custom corporate identity is true to the travel experience it represents and appeals to a discerning audience. Its inspiration? Stylised African beadwork. The colours are lifted from iconic African images that we have used as leader graphics in many of the brand’s touchpoints. The result? Professional logo design that blends into its environment and avoids stereotypical African symbolism and references.