BRANDING KAMPALA

This is a city branding strategy of Kampala City Uganda.

Utilizing the concept of the fact that the city is built on seven main hills.

December, 2018

Brand Issue

The brand issue was that Kampala City (the capital city of Uganda), has not reached its full potential of business, trade and tourism.

Therefore, comparing with other city brands, creating a brand identity for the city would be a great strategy to boost the economy and increase chances of having more investors and tourists come into the country.

Project Goal

The project goal was set for the process of creating the city's brand identity and included:

1) Logo and Slogan

2) Typography System

3) Color System

Process

a) Brand Research

Brand research was carried out to find out more about Kampala city and the most interesting fact that stood out was that the city was originally built on seven hills. Thus, referred to as the "city of seven hills".

The seven hills are Mengo, Rubaga, Namirembe, Makerere, Kololo, Nakasero and Kampala (Old Kampala) as shown in Figure 1.

Figure 1.

The next part was mapping out landmarks and iconic places around the city which are shown in Figure 2.

Figure 2.

b) Design Keywords

Data acquired from the research was used to:

1) Come up with a slogan

OH MY COSH!
Originally meant to be "Oh My Gosh", the 'g' was changed to a 'c' therefore, making 'cosh' which in full stands for 'city of seven hiils', refering to Kampala city.

gosh
exclamation INFORMAL
used to express surprise or give influence
"gosh, we envy you."

2) Attain keywords for each hill.
Either through the definition of its name or through the history of the first inhabitants

NAMIREMBE
Celebration, Peace

MAKERERE
Education, Book

LUBAGA
Plan, Think

KOLOLO
Heroes, Alone

MENGO
Grinding stone

NAKASERO
Business, Trade

OLD KAMPALA
Old, Initial

Color

Brotherhood

Passion

Good
climate

Education

Patriotism

African

Growth

The color pallete was chosen to depict key values of the city and it's people including Uganda as a whole.

Note: Three of the colors are derived from the national flag of Uganda.

Typography

The main type face selected gave a feel of abstract hills. The sub type face adds contrast to the main. (As in Figure 3)

Figure 3.

Illustrations/Pictograms

Characters and Icons made from data collected, keywords and landmarks. (Figure 4)

Figure 4.

Slogan Design

The slogan was designed keeping the main type face, pictograms and color pallet in mind.

Figure 5.

Logo Design

The logo was also created considering the colors and pictograms for each hill as shown in Figure 6.

Figure 6.

Design Application

a) Online Website

c) Social Media

f) T-shirts

b) Poster

d) Office Stationery

e) ID Cards

g) Billboard