Lookbook: Rebranding Rwanda

George Pericles Creative Think-Tank proposes a visual identity for Rwanda's provinces based on traditional patterns.
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Rwandan Heraldry by George Pericles Creative Think-Tank.
A new administration system that streamlines the Rwandan government’s communication now divides the country into provinces ('intara'), districts ('akagere'), sectors ('imirenge') and cells ('agakare'). The designers envision a system of emblems, each designed for a specific administrative sub-division. “This creates a coherent process that can be applied all over the country. Our project embodies the aim of Rwanda to look towards the future without loosing its soul.”
Rwandan Heraldry by George Pericles Creative Think-Tank.
The design duo created a series of clean, contemporary symbols to enrich the elements they extracted from traditional patterns. “The possibility are endless,” they say. “So far we have designed over 140 emblems ranging from local tales, historical events or toponymy.” The emblems visualise the rich heritage of Rwanda in a fresh and consistent way.
Rwandan Heraldry by George Pericles Creative Think-Tank.
“We created a visual language and grammar based on careful research of Rwandan patterns, specifically those used in cow-dung murals ('imigongo') and basket-weaving, and on pre-colonial Rwandan history and mythology.” Sardin tells us that according to Rwandan philosopher and historian Alexis Kagame, the patterns had named based both on their shapes and the movement required to create them. For example if a pattern required weavers to move their wrist a lot, it would be called “wrist”.
Rwandan Heraldry by George Pericles Creative Think-Tank.
A diagram demonstrating how the studio combined various symbols to create an overall identity for each region. The project draws on Rwandan lore. “In Butaro, pastoral kings brought back sacred water for a ceremony hold on Mount Kigali. In Kibingo, Shali Rock is rumoured to have been moved by the King Ruganzu to lock up a giant snake. All those tales, this local history, is being wiped away and forgotten,” says Sardin.
Rwandan Heraldry by George Pericles Creative Think-Tank.
If applied, the Rwandan Heraldry identity would showcase local culture and heritage in public space, while providing a consistent and unique branding for the country.
Rwandan Heraldry by George Pericles Creative Think-Tank.
Sardin and Legrand's designs include applications for signage, flags and banners. They are hoping that the government implements the designs.
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Rwanda's famous rolling hills could soon carry a cohesive system of national branding created by George Pericles Creative Think-Tank. Rwandan Heraldry is a speculative and self-initiated project by the small studio, which was founded by French architects and designers Anaïs Legrand and Guillaume Sardin in 2011. They see the identity as a fitting match for the can-do spirit of rebuilding that Rwanda's government is instilling in the country.

Created by the multi-disciplinary studio based between Kigali and Paris, Rwandan Heraldry proposes branding identity for the country’s new regional administrative system.  

The project is driven by the pair’s belief in design’s important social value and their research into traditional Rwandan patterns and the rich reservoir of local tales. 

“Design has the power to bring value, dignity, change to our life,” Sardin says. “We believe in the power of design to craft a better and easier life for all.” He and Legrand hold design and architecture workshops and do pro bono works for local organisations. They have collaborated with  the African Development Bank, Rwandan Government's Office of the Spokesperson and the University of Rwanda.

For us, there’s an amazing opportunity to seize – branding a nation while pushing to the foreground the richness and the beauty of the Rwandan local history, says Sardin.

Look through our gallery of images above to see how the studio went about the rebranding.

 

Another speculative project by George Pericles Creative Think-Tank, New Rugo social housing, was featured in our Africa Is Now exhibition at Design Indaba Expo 2014. Read more about it here.