THE Tourism KwaZulu Natal office was the first province to create a specific brand, known as 'The Kingdom of the Zulu', and has now launched a follow-up branding campaign. The province’s corporate identity has been redesigned, with the previous logo which showed uShaka, the Zulu patriarch, wielding an assegai and a full-body shield being abandoned. Research showed that some respondents felt the logo was too aggressive. However, the cultural heritage of the Zulu nation remains the focus of the new logo, with the shield being retained as a recognisable icon. For easy recognition internationally, supportive text reading ‘South Africa’ is included in the logo as well as Tourism KwaZulu Natal’s the web address. (Lucy Siebert)