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SA designers unite in unprecedented designathon

In a lightbulb moment, Lesley Waterkeyn – Founder and CEO of Colourworks – knew just how her company, along with partner Designers Ink, could contribute towards Entrepreneurial growth and sustained development in a creative and meaningful way. What if a team of designers could create the foundation for SMEs in this country to kick start their businesses into full gear with uniquely crafted logos and brand collateral at no cost to the fledgling companies?

Overnight 67 Logos was born! The concept involves 67 designers masterminding 67 logos – including mini visual identity (containing logo variants, fonts and colours), a business card and e-mail signature – for 67 small South African businesses in dire need of the brand and marketing material required to get their companies off the ground in the most professional way possible.

Culminating on Mandela Day, 67 Logos will see over R2 million Rands worth of design work and brand collateral handed over to 67 high impact SMEs – who only need to go online to apply for the opportunity. After a briefing with the selected SMEs, the designers will conceptualise and create distinctive logos for each small business. This is big budget design development that is normally out of reach for SMEs!

‘Many successful South African business started as entrepreneurial entities – my business included. The reality is that our youth unemployment rate is mind boggling and the only way out of this darkness is job creation by SMEs. However, these SMEs need support – both from government and the private sector. 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,’ said 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.

‘We believe that given an opportunity to give back in a truly impactful way, that South Africans are only too keen to assist. This project presents a solid and sustainable solution as we will see the handover of the logos along with Over the Rainbow business training programmes for all the successful SMEs and designers (many of whom are small businesses too). For Mandela Day 2018, and as something we will be doing annually, this is a fantastic way of doing something that will last for years – even decades,’ said Samantha Gabriel, Group Managing Director of Designers Ink.

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