The now Minerals Council South Africa, embarked on a 3-year journey with HKLM to rebirth the organisation formerly known as the Chamber of Mines of South Africa. The Minerals Council represents more than 70 large, medium-sized and small and emerging miners, as well as three associations that collectively represent more than 200 additional entities.
“This change signals our desire to move forward, building a new legacy, and creating a future of which all South Africans can be proud. And while we acknowledge our past, we do not accept that we cannot make things better for the future,” says Minerals Council South Africa President, Mxolisi Mgojo.
The partnership between HKLM and Minerals Council South Africa involved intensive research into the mining sector and an analysis of how a diverse stakeholder group viewed the Chamber of Mines.
This research revealed that the organisation was shrouded in issues of the past that did not reflect or meet their mandate as an organisation any longer; which is to reposition South Africa’s mining industry and make mining the country’s most prominent sector. It did not reflect their desire to grow and develop the mining industry for the benefit of all South Africans.
”This represented an opportunity to recalibrate the former Chamber brand and ensure that it was relevant and rejuvenated to reflect a new mining era and dispensation – one of inclusiveness, shared value and a future that all citizens can be proud of” says Dr Sean McCoy of HKLM, the strategic lead on the project. The brief resultantly stipulated that the rebrand had to occur at both an internal and external level, with the focus being on shifting people’s perspective of the organisation and of the mining industry as a whole, addressing problems of the past. HKLM had to not only re-brand the organisation visually but also had to reposition the Minerals Council to restore trust in the organisation and sector.
This resulted in a complete transformation, which involved a name change from Chamber of Mines of South Africa to Minerals Council South Africa, moving the brand away from the problematic history that it portrayed to one which is fully representative, progressive and which rejuvenates the mining sector as a whole.
The bold, geometric shapes and bright colours of the new visual identity give the Minerals Council South Africa a gallant and modern feel. The new visual identity was inspired by mining tunnels and engineering principles, focusing heavily on the idea of strength, support and national pride. At the heart of the new logo is the M, placing mining and minerals at the centre and at the heart of South Africa.
Gotham is the primary typeface because it is strong, adaptable and approachable and paired with Chronicle to bring a sense of authority and wisdom to the brand that is synonymous with the advisory role that the Minerals Council South Africa plays.
All this culminated in a design that positions the industry and Minerals Council South Africa positively. The identity is contemporary and progressive like the sector and organisation that it represents.
‘The new MCSA identity represents the future of the mining industry in South Africa while acknowledging the present and learning from the past. The new look is modern, bold and confident and it symbolizes partnership and the strength of unity,” says Catherine Kruger, Creative Director of HKLM.
The re-brand is currently being rolled out – first launched internally and then to the public on May 23.