Zambia Tourism logo
“After 3,981 emails from 2,017 different people produced 4,445 slogans and 956 different images from 45 countries….the Zambian Tourism Team, with the help of a number of marketing professionals, chose the shortlist of 5 slogans and 5 logos. Over the last week the judges from around the world and of course from within Zambia have voted and two clear winners have been chosen.”
Here are the five shortlisted logos.
Zambia logo contest shortlist, 5 from 956
Here’s the winning logo by Michel Scarantino.
Zambia logo contest winner
And the winning slogan by Kelly Geoghegan.
“Discover Zambia, Experience Africa.”
The contest terms and conditions state, “It is not guaranteed that the winning slogan/logo will be used for Zambia’s tourism marketing,” although an adaptation of the logo is currently in use on the Zambia Tourism website, with the original shown on Zambia Tourism’s Facebook page.
Winning Zambia logo variation
Via @creativeroots.
51 appreciated comments, click here to add one
Aaron Crafter
Seriously?
Jul 11th, 2011
Owen
You get what you pay for. Show’s they paid for nothing. Disgraceful.
Jul 11th, 2011
Vol
Good lord…
Jul 11th, 2011
Rishi Sinha
Could have been better, if color goes off in this logo (as in print), effect of diversity will also go off. The fall wont look like fall but hand paint.
So seems that there was a lack of right judgment here. People went for colors rather than other important elements.
So in my opinion, this logo is not filling the criteria of a logo and being a country’s tourism logo, this is too important.
Jul 11th, 2011
Lee Newham
What a shame that they didn’t think to showcase their own countries creative industry, which surely must exist, rather than running a Blue Peter style competition.
What a missed opportunity. For design and Zambia.
Jul 11th, 2011
None
You must be kidding me, right?
Jul 11th, 2011
Roz
Is this a joke? I realize that art is subjective, but this is downright ridiculous.
Jul 11th, 2011
olivier
“with the help of a number of marketing professionals”
This explains that…
Jul 11th, 2011
Miguel
Even my (office) dog is crying his heart out…
Jul 11th, 2011
Renato Reis
A.Illustrator Brushes meets MS Paint?
Jul 11th, 2011
Esther
Love the tree…
Jul 11th, 2011
Matty
So, a lesson to hack designers out there. Skill and craft not always necessary. With the right marketing team behind you, you too can contribute to the aesthetic embarrassment of an entire country.
Jul 11th, 2011
devin parker
Well well well, yes this is a very amateur logo. But the designer who made this may be–by the looks of it– a first timer, and I would hate for them to feel super bad about a logo that in there eyes is good. So remember you can get better, read read read all about logos and identity and go to school, good luck.
Jul 11th, 2011
Billy
Haha, I just love it. They get thousands of contributions and they go with this. Someone said: They get what they pay for. So true. I hope they change their minds and hire a pro for the job.
Jul 11th, 2011
kevin
Im sorry but thats just terrible. I wonder how long the deadline was for this competition, 2 minutes? just enough time to start microsoft paint and make a doodle.
Jul 11th, 2011
Gray
Reaping what they sow. This isn’t going to make anyone want to visit Zambia, quite the opposite.
Jul 11th, 2011
Russ Horne
Very poor logo.
I’m glad this has been posted, thanks David… and thanks also for the comments from other designers.
This shows the general opinions from design professionals regarding bad logos and competitions like this. This is a good example of how not to get a logo designed.
I hope they have a professional do it properly, Lee’s suggestion of local talent would surely produce better than this… please follow up David.
Jul 11th, 2011
Mick
It just makes me sad. I am unable to comprehend the thinking behind this.
Jul 11th, 2011
Brad
Haha, before I actually read this, I was going to make a joke about it looking like a bad crowdsourcing contest choice…
Jul 11th, 2011
Chris
They picked this one??! I guess it works…for a children’s book or something.
Jul 11th, 2011
Chris
This is a travesty, the clear winner should have been #5 on the shortlist! The designer clearly knew Zambia “in” and “out”. And of all the logo’s it’s the most elegant, designed to be easily adaptable to any number of applications! The way the leopards paw and the thin white line meet to form a ‘Z’ . . . Ooooohhhh, I get shivers!!!! ;)
In all seriousness though, that first one on the shortlist is a rip of a spa logo I’ve seen recently, I’ll have to try and hunt down that logo and post it here if I find it.
Jul 11th, 2011
Andrew
I just love the stretched out font in the 3rd one combined with the squished tree. Amazing. The last one is also hilariously bad. The one they picked is also awful, but just seeing the 5 finalists makes me laugh hysterically.
Jul 11th, 2011
Luis
If these are the five finalists and the winner… Im thinking about the other 951 that lost…
Jul 11th, 2011
David Buchanan
As others have said a pretty poor effort.
I think this is more of a reflection on the client though. It’s one of my main concerns when pitching, that the person or persons making the decisions has the attributes necessary to interpret the work and select the best solution. All too often the client marketing team lacks the experience necessary to differentiate good design from bad and will fall back on the familiar.
That said I do quite like the slogan.
Jul 12th, 2011
David Buchanan
Looks like it was a local winner too if a quick google search is anything to go by. Looks like they have an office in Lusaka, ho-hum.
http://www.micheldesign.com
Jul 12th, 2011
Angus
Arhg, my eyes.
Jul 12th, 2011
Fabian
I not even going to try to articulate something meaningful and thoughtful.
but…Oh for crying out loud!! What the Fck.
Jul 12th, 2011
matthk
Oh dear, what a waste of energy on everyone’s part.
It looks like a poor copy of a Ken Done* design for Sydney from the ’80s.
The real problem is that even the ‘slightly’ OK ones are terribly unresolved.
They might get some traction with the winning ’80s holiday resort one if they had a studio work on it. And I mean properly, as the ‘fixed’ version they’re using is still pish. As for the tree version. It’s ok, but as it is it’s bleak, lonely, and obvious. Sure it suggests ‘African mystique’ but that’s not what a tourism body wants to promote – big picture-wise. ;-)
*If you don’t know who Ken Done is, he almost single-handedly ‘branded’ Australia for the ’80s and early ’90s. He’s of course, an ex ad-agency creative director, so he at least knew what he was doing. Take a peek here: http://www.janetmckenzie.co.uk/images/books/Ken-Done%27s-Sydney-a.jpg
Jul 12th, 2011
Chris
Why do government bodies and local councils think it is ok to run logo competitions instead of hiring professionals. Auckland City ended up with an appalling logo after one of these exercises last year. When will they learn?
Jul 12th, 2011
Taulant
I think I puked a little.
Jul 12th, 2011
Kevin Burr
How many of these situations will you need to post before the madness stops?! Sheesh.
Jul 12th, 2011
Chris
@Kevin Burr – The problem seems to be that WE see it, but “THEY” don’t. And looking around at local businesses, networking events, and trade shows it’s only getting worse.
A trend amongst small-medium business that I can not figure out is their fear of good design. I’m amazed how many people shudder at words like “brand-mark” and “branding”. It’s as if they’re afraid to step too far outside the box lest they be the person at the party that draws too much attention to themselves. Think of them as the awkward teenager, crippled by insecurities, all they want is to “fit in” with everyone else. So instead of doing what would be best for their brand, they follow a path that’s tried and worn, one their peers suggest and have followed many times before to the same end. And what lies at the end of that path? The crap designs that contest sites spew out constantly, or that “the brother of so-and-so designed in (their illegal version of) Photoshop”. With this approach it’s no wonder 80% of businesses fail within the first 3 years!
I hear business peers recommend 99designs.com to each other all the time, I interject of course, but often times I’m looked at as if I’m out of my mind . . . I’ve actually been told on one occasion that I lack business sense. It doesn’t help that business publications in the U.S. are spearheading a campaign toward bad design, going so far as to encourage those businesses who aim to cut expenses to go to contest / crowd-sourcing sites.
The topic is getting so old and I’m getting so sick and tired of arguing it, but so far as I can tell, this problem is not going to go away anytime soon, at least not without drastic measures. Hat’s off to David for posting the results of these “contests”, they help without a doubt, but I’d be willing to bet a large majority of people outside of our circle, “they”, would find the selections above more than suitable.
If you’re really interested in “ending” crowdsourcing’s reign, I think it’s time for us to get a little more creative. One thought: We’re always so up front with our commentary on major brands, why not be the same with local businesses? They’re in the public domain after all, so why shield/protect them from criticism? If you get a mailing or are out and about and see a logo design/brand application that makes you puke, why don’t you take a picture of it and post it to a discussion forum, maybe write a blog on what’s so wrong about it/what could be done to improve it. Most importantly though, send a link to the discussion/blog back to the business owner whom you’re discussing (anonymously if you like). This may seem harsh, but it’s intended as a wake up call, and it just may work, especially if my theory is true of them wanting to “fit in”. Alerting them to the fact that they’re standing out for the WRONG reason’s will surely invoke a reaction . . . and may just help our chosen profession if enough of us have the creative “balls” to follow through with such a plan . . . food for thought anyways.
Jul 12th, 2011
Russ Horne
Well said Chris.
Perhaps sending these companies an email with a link to this page would be enough of a clear message..
or maybe not.. as many do seem to have their heads in either the sand or the clouds.
Maybe poor logos/designs are a necessary evil after all.. like yin & yang, good and bad, etc.. without one the other wouldn’t exist.. if all logos where great, who’s would stand out?
In fact.. without this one, I wouldn’t have enjoyed reading and laughing at all the comments slating it!
Jul 12th, 2011
Jesse Hilsenrad
Holy crap. What a bunch of garbage.
Jul 12th, 2011
Joe Bloggs
*throws up in mouth a little*
Jul 13th, 2011
Tobi Laniyan
A missed opportunity to really bring something out of Zambia as a brand and country not many people aware of its huge amount of history, heritage and African wildlife that you can’t see anywhere else.
Nation branding is not something that can be changed in a day, or done by crowd-sourcing but done by hiring experts and professional, marketers, designers and brand strategist.
It looks like this was done on the cheap a real shame.
Jul 13th, 2011
Amanda Vlahakis
This is the best five out of 956 images?
Hopefully this proves to anyone with any remaining doubt, that ‘design’ competitions are pointless and a waste of time for all involved.
Jul 13th, 2011
Joaquim Marquès Nielsen
What a shame to see… Why not get a professionally designed logo and visual identity?
Jul 13th, 2011
Jasmyn
It’s not the best logo I’ve ever seen (and definitely not the worst), but I bet if none of us (designers) knew it was from a contest, the bashing would be nowhere as bad. I’ve seen some pretty equivalent logos on Logo Moose, Logo of the Day and a host of other “respected” design sites. Yes, contests suck. Bad. But they won’t stop, because NO ONE understands that nuance of design like designers. We can march, protest and scream it to the mountaintops. Basically, the average person does not care. This is one of those situations that is what it is.
Jul 14th, 2011
Kelly
Not only was this my least favourite of the designs, they have managed to pixelate the edited version. I believe the first logo should have won, it’s much more sophisticated and the logotype reflects the countries culture whilst the symbol represents the luscious atmosphere of the heat and natural surroundings. I would be much more inclined to visit with the first logo.
I think with the winning choice, they should have lost the waterfall at least and the edited sun is much better but I’ve seen that sort of sun before…
Jul 14th, 2011
Leah
There are no winners in a design contest.
Jul 14th, 2011
tom okeefe
hilarious! It’s funny that even though the “reward” is prob valued at around 5K crowd sourcing still does NOT work. They should of increased the reward to 20K maybe they would of received some better options. I think that design has been done before by every child that gets their first crayon set. :)
All joking aside what Zambia really needs is to hire an agency either local or some what close to give them a complete re haul and brand them. When dealing with tourism of any location you need more than a logo that any bull shit crowd source will ever do for you.
Jul 14th, 2011
frank munene
i have never been to Zambia. But i am certain the logo does not do justice to the beauty of the land and its people. Shame.
Jul 20th, 2011
Michael Karakostas
My eyes are bleeding…
Jul 26th, 2011
Alex
The other entries showed much more skill and complexity in the design. This winning design looks like it belongs in a coloring book!
Jul 27th, 2011
Joce
It’s a far cry from beautiful logos like the BAHAMAS by Duffy & Partners http://popsop.com/5574
& the HONG KONG logo by Landor http://www.landor.com/index.cfm?do=ourwork.casehistory&cn=2218&bhcp=1
Jul 28th, 2011
Joy
I am Zambian. These logos are a shame – no sophistication, no evidence of time spent on them… I wouldn’t pay 10 dollars for them. But then again, these are the effects of poverty – the crew at the tourism board were likely looking for a cut here and there for themselves so they ‘secretly’ outsource (as in go outside the country – no local artists implored to participate in) the so-called rebranding… taxpayers get a huge bill “for the global rebranding exercise” and the tourism board fellas buy themselves some personal SUVs with the change… man, sometimes Africa sucks!
Sep 2nd, 2011
Lubinda
My God!! What a scare! The old one was far better. This looks like a logo in a pre school deco. Too bad the competition is closed. I bet very few Zambians are aware of the logo seeing that there has been no publicity from Tourism Zambia. It expalins why Zambia lags behind even in the simplest of things. What a shame!
Nov 28th, 2011
Tim
Isn’t the tweaked version of the “winning” logo just stealing the sun from the Namibian Tourism logo?? http://creativeroots.org/2009/06/2858/
Apr 4th, 2012
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