The South African Association of Audiologists (SAAA) was established to advocate for the profession of audiology, for its members and for their stakeholders. With the ongoing need to create awareness of the profession, the SAAA approached me at the beginning of 2014 to update their existing brand which would later be rolled out when designing pamphlets, corporate gifts, posters, banners, an annual magazine, a membership booklet, to name but a few.
The SAAA wanted to keep the logo similar in concept, but was open to the use of a new typeface, icon and colour palette. The logo was modernised using a timeless serif font, combined with an ear icon which was designed using thick lines and dots. Their existing elephant caricature or “mascot” was also completely redesigned. The elephant, an animal known for its big ears, was a valuable and conceptual part of the SAAA brand which softens the brand for patients who are seeking help from an audiologist. Audiologists work with state of the art technology which I believe is an important concept to incorporate whilst still making the elephant look friendly and approachable. Finally, we did a photoshoot with Leandri Kers who photographed three South African families. We used these photos on all SAAA designs.
Featured Photography: Leandri Kers Photography
The South African Association of Audiologists