“Before they even see a game, the world will be watching us.” This mantra, one of the few chosen by the Airports Company South Africa (ACSA) to energise its brand, sums up the principal rationale of the branding and refurbishment of South Africa’s major airports. As the first port of call for the great majority of visitors to South Africa during the FIFA 2010 World Cup, it was imperative that visitors gained a strong first impression of South African hospitality, sportsmanship and sense of ubuntu– ‘I am who I am because of what we all are.’
The significant airports rehaul included the building of King Shaka airport in Durban from scratch, and the completion of major changes to Johannesburg’s O R Tambo International Airport, and Cape Town’s International Airport.
ACSA accordingly decked its gleaming new terminals in a variety of colours, reflecting the rainbow nation concept so integral to South Africa’s identity. Implicit within this kaleidoscope of colours were world greetings, echoed from pillars to staff t-shirts, and written in a font constructed from signage found on spaza shops – small, informal stalls found throughout South Africa.