Zambia: A Brand Book

A brand for Zambia Articulating and communicating Zambia visually

Maps of Zambia and Zambia in context.

Zambian flag

Why a Zambia brand?

A safe, democratic country with a stable economy and constant growth; a rich cultural heritage the country is happy to share with tourists; amazing wildlife and natural attractions. Why does Zambia need to rebrand?

With so much to offer, it’s crucial to make sure the outside world understands what Zambia is about. On the one hand, Zambia is less well-known than other African destinations; on the other hand, Zambia is surrounded by more troubled countries which may color the world’s perception of it. Sending a strong message of what Zambia stands for lets tourists and investors know of the opportunities and corrects misunderstandings. This identity was developed to promote Zambia tourism, but it focuses on Zambia’s true assets and thus can easily be expanded to promote investment and business opportunities. At heart, the idea is the same: we’re sharing all that’s possible in Zambia.

This booklet lays out a verbal and visual articulation of our strengths: a graphic identity for Zambia. By deploying this identity, we can make sure the Zambia brand is strong, cohesive and developed. A strong graphic identity can become shorthand for what Zambia offers, gains credence for the country as ready for Western tourism and communication and unifies the diverse facets of the country into one entity.

Let’s start telling the world about Zambia.

Zambia is we’re different because we’re let’s promote Zambia as authentic real genuine wild diamond in the rough emerging Africa Victoria Falls the bush Lusaka safari Zambezi River off the beaten path remote unexplored not touristy unusual unknown welcoming warm excellent guides= comfortable ready for tourists stable democratic young safe nature at its best diverse savanna grasslands plateaus rivers waterfalls copperbelt woodlands hills wild, magnificent, yours

The Zambia idea Behind the Zambia brand is a central idea: Zambia is the real Africa.

The real Africa means authentic, welcoming, full of natural beauty.

But also emerging, a diamond in the rough. What Africa is at its heart now, as well as its possibility in the future.

As an up-and-coming destination for tourism, Zambia appeals to the adventuresome. Zambia can offer an authentic African experience to those seeking something off the beaten path. It’s also a warm country that ready for tourists: excellent guides and tourist amenities consistently earn high praise.

At left is a verbal articulation of Zambia. Emphasizing these points reinforces Zambia as an exciting destination — the real Africa.

Logo The logo is based on the cultural heritage and natural treasures of Zambia.

Inspired by Zambian chitenge (a cloth used in everyday life), wildlife and the Victoria Waterfalls, the logo features nine circles that refer to the nine provinces of Zambia. Alluding to Zambia’s rich diversity, the circles work as a cohesive shape when placed together.

The circles can be filled in or not depending on the context, so that the logo works best visually.

Color Complimenting the logo is a color palette which can help expand the story of Zambia. inspired by the colors used in Zambian life, the color palette is bright and cheerful, at once traditional and progressive.The logo can be colored differently depending on which facet of Zambia that needs to be emphasized.

Possible variations to emphasize Zambia’s diversity

Emphasizing Zambia’s rivers and the Victoria Waterfall.

Emphasizing Zambia as warm, welcoming and sunny

Example African logo.

Empasizing Zambian wildlife.

Color details

Pantone 1795 C

Pantone 2915 C

Pantone 363 C

Pantone 7409 C

Pantone 7403 C

CMYK 6/100/89/1

CMYK 58/14/1/0

CMYK 78/24/100/10

CMYK 0/30/100/0

CMYK 12/18/67/0

RGB 222/30/49

RGB 96/179/225

RGB 63/136/64

RGB 253/185/19

RGB 227/199/112

HEX DE1E31

HEX 60B3E1

HEX 3F8840

HEX FDB913

HEX E3C770

Pantone 7427 C

Pantone 2767 C

Pantone 4485 C

Pantone 730 C

Pantone Warm Gray 7C

CMYK 8/100/93/30

CMYK 98/83/45/47

CMYK 53/56/100/44

CMYK 30/60/94/16

CMYK 37/41/45/4

RGB 140/25/33

RGB 15/39/68

RGB 88/74/29

RGB 160/103/46

RGB 162/141/131

HEX 8C1921

HEX 0F2744

HEX 584A1D

HEX A0672E

HEX A28D83

Typeface: The AG rounded family The AG rounded family is friendly-looking, approachable and legible, perfect for getting across the welcoming side of Zambia.

AG Book Rounded Regular. Perfect for text.

ABCDEFGHIJKL MNOPQRSTUV WXYZabcdefgh ijklmnopqrstuv w y z 012 3 4 5 6 7 8 9 AG Book Rounded Medium. For headlines.

ABCDEFGHIJKL MNOPQRSTUV WXYZabcdefgh ijklmnopqrstuvw y z 012 3 4 5 678 9

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Fishing Zambia: the real Africa So much to see!

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Victoria Falls

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Safari adventures

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Bush experiences

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Birding

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Fishing

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Romantic Zambia

Planning your trip Travelers Blog

Big catch

A new angle on wildlife

Zambia is one of Africa’s most popular fishing destinations

Discover Zambia through its rivers and waterways.

Smooth sailing ahead

Watery diversity

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Safari adventures Zambia: the real Africa So much to see!

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Victoria Falls

•

Safari adventures

•

Bush experiences

•

Birding

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Fishing

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Romantic Zambia

Planning your trip Travelers Blog Photos Brochures Contact

A history of protection

Zambia was one of the first countries to set aside protected land.

Lechwe: Zambia’s antelope

Top ten wildlife parks

A listing based on tourist ratings.

Best visiting season

Website The website uses photos and the color palette to show the many facets of Zambia.

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Victoria Falls Zambia: the real Africa So much to see!

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Victoria Falls

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Safari adventures

•

Bush experiences

•

Birding

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Fishing

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Romantic Zambia

Planning your trip Travelers Blog Photos Brochures Contact

Zambia: Traveler’s Blog

Discover Zambia through visitors’ words and pictures

Birding

Safari Adventures

You’ll be amazed to find out all the animals you can see.

Romantic Zambia

Off the beaten path.

Discover the real Africa in Zambia.

Excellent guides, amazing safari opportunities and welcoming people.

And of course, less crowds mean more elephant sightings.

zambia.com

Magazine Ads Using the language of the chitenge cloth patterns reinforces Zambia as the real Africa; the language and imagery plays with Zambia as an uncommon tourism destination: a place to explore that’s off the beaten path.

Swim against the tide.

Discover the real Africa in Zambia.

Excellent guides, amazing safari opportunities and welcoming people. And of course, less crowds mean a bigger catch.

zambia.com

Still the same stripes.

Discover the real Africa in Zambia. Excellent guides, amazing safari opportunities and welcoming people.

Our stripes aren’t changing any time soon.

zambia.com

Extending the brand Articulating Zambia in vibrant, native colors as well as strong, exciting patterns allows the branding to be easily extended onto other situations and products.

Especially when printed onto cloth, the branding naturally integrates: souvenirs that are fun, not kitschy.

At left: an example souvenir tote bag for the South Luangwa National Park.