Santam Design & Branding 80 YEARS OF SANTAM AGRICULTURE LOGO by DraftFCB Cape Town

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Industry Insurance
Media Design & Branding
Market South Africa
Agency DraftFCB Cape Town
Copywriter Hanlie Kriel
Released March 2010

Credits & Description

Category: Logo Design
Advertiser: SANTAM
Date of First Appearance: Mar 1 2010
Design Director: Paul Carstens (Draftfcb)
Copywriter: Hanlie Kriel (Draftfcb)
Production Manager: Joe Martin (Draftfcb)
Account Manager: Nick Barr (Draftfcb)
Media placement: Logo - Commemorative Coffee Table Book - 1 March 2010

Describe the brief from the client
In 2010 Santam Agriculture Insurance celebrated 80 years of short term insurance service to farmers in South Africa.
To this end, the design of a commemorative coffee table book was commissioned.
Part of this task was to be the creation of an “80 years of asset and crop insurance” logo to be used in the book.
As the logo was specifically designed to appear in the coffee table book only, there was no need for the Santam identity to be included.

Describe the challenges and key objectives
The logo had to do more than merely announce the 80 years of service, but needed to visualize the nature of the service in a manner that is relevant to the South African farming community.
The logo had to be designed in such a way that a graphic simplification could be used as a recurring design throughout the book.
The logo is applied in the book on the introductory page, as a background to the page numbers, and as a repeat pattern on the end papers and on the outer spine.

Describe how you arrived at the final design
It was only fitting that the inspiration for this logo should come from something found on every farm all across S.A. --- the typical closing mechanism of a farm gate.
The interlocking “hook” and “loop” were positioned and photographed in a way to form the figure 80.
But, what makes this device so appropriate for this logo, is not so much the manipulation of the shapes to form the 80, but its direct relevance to short-term insurance, namely its use; to close gates for the protection of assets.
English translation of the logo: “80 YEARS OF ASSET AND CROP INSURANCE”.

Give some indication of how successful the outcome was in the market
As the logo was designed for a coffee table book to be given away to key brokers, and high profile clients, it is obviously not possible to place a monetary value on the success or otherwise.
What we can say is that the book exceeded both Santam and their client’s expectations and that many favourable comments were received from all parties.