The Tobacco Research Board (TRB) announced this week that it has rebranded to Kutsaga as anti-tobacco sentiment has grown in Zimbabwe and The World at large.
According to the company, the rebrand is a strategic refocus on research into alternative uses of tobacco and profitable alternative crops to the plant.
The rebrand comes at an opportune time following the legalization of medicinal and industrial hemp in Zimbabwe.
Having the name “Tobacco Research Board” would have been limiting given the company’s new research priorities.
The rebrand was accompanied by a new logo design.
The most striking part of the new logo is the large letter “K” which is well designed and immediately catches the eye.
However, the logo faces issues with readability and cohesion.
The letter “T” in the logo appears as a test tube colored blue with two small green leaves forming the top of the letter.
This “T” seems disjointed from the rest of the text in black, causing the word “Kutsaga” to read as “Kuisaga” at first glance.
Another problem with the logo is the mix of rounded and regular font letters which creates a lack of unity. The letters seem disconnected and haphazard.
While the rebrand is a step in the right direction for the company to refocus its mission, the new logo fails to professionally represent this strategic shift.
The disjointed design and mix of styles sacrifices readability and cohesion.
For a company researching innovative and alternative options, its branding needs to convey creativity in a sleek, professional manner.
Kutsaga needs to revisit its new logo to address these issues and ensure it is an accurate representation of the company’s vision.
With some minor design changes, the new logo could be an impactful part of its rebranding. The “T” in particular needs to be redesigned to flow with the rest of the text.
Overall the company rebrand is logical and forward-thinking.
With a more cohesive logo design, Kutsaga can effectively convey its new mission and strategic priorities to partners, clients and consumers.
The initial concept shows promise but needs refinement.
With some edits, the new logo and brand will boldly represent the innovative future Kutsaga is building.
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