Ugu South Coast Tourism establishes its brand with launch of new logo

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Through the launch of its wholly-inclusive, dynamic new logo, Ugu South Coast Tourism (USCT) is establishing its brand, as well as the KZN South Coast, as leaders in tourism.

Working with two innovative KZN South Coast PR and marketing organisations, USCT is further entrenching itself as a professional tourism entity on an international platform, working to achieve its mandate of growing the region’s tourism offerings through structured market and community tourism development initiatives.

The logo design was crafted with a minimalist approach to ensure versatility in use, with the colour selection a fresh, vibrant choice based on the existing palette of orange, deep blue and white – all working to reflect the warmth of the area.

Utilising a bold wordmark for ‘UGU’ as a way for strong identification, the connection with the five shareholder municipalities – Ugu District Municipality, Umdoni, Umzumbe, Umuziwabantu and Ray Nkonyeni Local Municipalities – are represented by 5 orange dots. These emulate the identifiers on maps, places of interest, as well as points of departure or arrival. These are all connected through the base element, the plaque.

CEO of Ugu South Coast Tourism, Phelisa Mangcu, explained that the logo’s design concept reflects the brand’s inclusivity of both the region and its stakeholders: “As municipal-owned entity of Ugu District Municipality, the new USCT corporate logo embodies our identity and agenda by visually bringing the organisation closer and acknowledging our shareholders through the five dots.

The five ‘marker’ dots serve as an underlying theme – ‘join the dots’ and as a road map for continuous progress, as well as connectivity, from coastline through to the hinterland in line with the overall national strategy to grow tourism in an inclusive and sustainable manner. All of this is achieved while paying tribute to the existing destination identity of ‘South Coast – Paradise of the Zulu Kingdom’.

Chairperson of Ugu South Coast Tourism, Joy Crutchfield, commented on the logo, saying: “It is fantastic that the CEO has identified the need to differentiate the company – USCT – from the destination – South Coast – Paradise of the Zulu Kingdom. The KZN South Coast belongs to everyone, residents and business owners, which is why the USCT is promoting the brand and increasing awareness of the destination across a number of platforms. “Tourism growth is Ugu South Coast Tourism’s core function and it is important that each of the five municipalities own the destination brand they fund.”

The newly revamped Ugu South Coast Tourism logo will feature across all advertising platforms marketing the region, as well as being used as corporate collateral for stakeholders. For more information about USCT, visit:


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