Admassu Tadesse, executive manager: strategy, governance and communications at the DBSA, says that the re-branding initiative is more than just a new logo or pay-off line. “The DBSA is being responsive to its communities: our culture and values are a reflection of the environment we operate in. Our brand illustrates our deep commitment to the development needs of the region.”
The positioning of the bank has been adjusted to respond more forcefully, in a more hands-on fashion, to the challenges faced in the country and wider region. DBSA has recommitted to play a leadership role in facilitating infrastructure development in both South Africa and the wider region, in close partnership with both the public and private sectors.
According to the DBSA, re-branding is a natural step in its evolution. The new and warmer visual identity of the DBSA is based on the magical and symbolic baobab tree that has been a common meeting place and haven to traditional African societies for centuries. It is considered to be the tree of life and stands for the exchange of ideas. It also represents sustainability, a quality that the DBSA promotes strongly in all those it assists through its various activities.
