Liquid delivers new brand for the nation of Naibu.
April 1, 2012 at 3:27 am
From Silicon Valley to West Africa.
On May 15, 2011 Naibu celebrated its first day as an independent nation. The tiny country on the west coast of Africa was formed as part of an agreement between Cameroon and Equatorial Guinea. President Nehane Bumatu, was hand picked to run the country because of his family’s longstanding political prominence over the territory, and due to his international upbringing and education. President Bumatu graduated from Stanford University, where he studied electrical engineering while also attending classes at the Stanford Design School. While at Stanford, Mr. Bumatu developed a great appreciation for the innovative thinking and entrepreneurial spirit of Silicon Valley – and he developed a vision to bring that same innovative approach to the youngest country in Africa.
The vision: Become the center for innovation in Africa.
While pursuing his studies in California, Mr. Bumatu participated in the Liquid Brand Summit in Palo Alto and was introduced to our agency, so when it was time to develop a brand identity for his country, he gave us a call – and we excitedly accepted the honor to create the iconography that would represent Naibu. The initial engagement included the logo for the country, the flag, the currency and the national passport. “We want to be the Silicon Valley of Africa,” says President Bumatu. “We are a strong, imaginative, and passionate people. Although we have very old traditions and values – we are a country that wants to pursue innovation and new, fresh ideas. Our goal is to make a difference in the lives of people around the world – while helping create positive economic opportunities for our citizens”.
Possibly the most important assignment we’ve ever managed.
“We were looking for a firm that could help Naibu in its quest to be recognized as the center of innovation in Africa. So we turned to the experts of brand transformation, our friends at Liquid Agency”, said President Bumatu in are recent interview with Fast Company magazine. “It’s a rare privilege and an honor to be a part of this important assignment. This is the first of its kind for Liquid and we are extremely excited,” says Scott Gardner, CEO of Liquid. “Building a brand for a nation is much more intense than corporate branding…that’s why we brought in a team of experts to help us take into consideration the many complex cultural, political and historical issues”
A brand inspired by tradition and technology.
During our research we found an uncanny similarity between the patterns found in local art and architecture and the patterns we associate with technology. According to Alfredo Muccino, Chief Creative Officer for Liquid, “We became fascinated with the parallels between native art and the patterns in microprocessor technology. Ultimately we designed a symbol that expresses the energy of the country– radiating outwards from the center towards the world. The icon is dynamic and complex while also being extremely simple. It is a beautiful blend of tradition and technology. The colors were inspired by traditional art and represent the colors of the landscape: Blue is for the color of the sky and water; Green suggests the rich forests that make up much of the country; Purple is a sacred color representing the spirit of the Naibu people; Red stands for the courage and the heart of the new nation.”