Similarly to other PBS stations, Ukhozi was facing the need to rejuvenate its image, whilst keeping in line with its rich, content-driven and educational stance. The identity had to solve many paradoxes like inspiring an increasingly urban Zulu youth as well as asserting its traditional values; projecting a more universal image as well as celebrating its Zulu heritage.
After several creative interpretations, the beads, a well-established symbol of the Zulu culture, were given an unexpected twist with the new execution of Ukhozi’s identity. Shapes, sizes, and colours were juxtaposed in a new way to create an expression of leadership and tradition. The bold O at the heart of the logo is pumping blood through the brand, giving it life, and helping it to grow. Beyond the obvious link to the heritage, beads were a powerful symbol of the circles of life and are timeless. They are intertwined; they represent generations giving birth to other generations. In this way they manage to connect the young and the old, the urban and the rural, tradition with modernity, quite a fitting comparison knowing Ukhozi’s ambitions.