Joburg Tourism Unveils Fresh Brand Identity To Showcase The City Globally

Johannesburg has never been shy about reinventing itself, and now the city’s tourism arm is putting that energy into a bold new look. Joburg Tourism has unveiled a refreshed brand identity designed to capture the city’s spirit while competing more strongly on the global travel stage.

What The New Brand Means

Approved by the City’s Mayoral Committee, the updated identity goes beyond a logo refresh. It’s part of a wider strategy to align Johannesburg with international tourism trends that highlight authenticity, cultural relevance and sustainable travel experiences.

The new brand will be phased in across digital platforms, events, campaigns and marketing collateral. A formal launch event is also in the works, with details still under wraps.

A Story About Connection

Belu Mabandla, Executive Head of Destination Marketing and Events at Joburg Tourism, says the refreshed identity is about more than design. “It’s an invitation for first-time and repeat visitors to experience Joburg in a holistic experiential and immersive manner,” she explained. The new look is meant to tap into the emotional connections visitors form with the city and to signal Johannesburg’s readiness to reposition itself as a world-class destination.

How The Logo Was Shaped

The design process involved local consultation, research into global tourism trends and best practice case studies. The final concept was created around five key criteria: capturing Johannesburg’s energy, ensuring memorability, creating emotional resonance, achieving versatility across platforms, and staying true to the city’s values of innovation, inclusivity, sustainability, connectivity and legacy.

Local Reaction

For locals, the rebrand is more than a cosmetic change. Johannesburg has long been viewed as South Africa’s economic engine but not always as its cultural or tourism jewel. On social media, early responses were cautiously optimistic, with users expressing hope that the new look will help shift outdated perceptions and draw international travellers who want to experience Joburg’s real energybeyond Sandton skyscrapers and OR Tambo stopovers.

Why It Matters

Brand identity plays a powerful role in how cities are perceived internationally. With Africa’s urban tourism market growing, Johannesburg’s move reflects an effort to position itself as more than a business hub. By focusing on inclusivity, sustainability and culture, the city hopes to create a brand that resonates both with global travellers and the people who call Joburg home.

Source:Tourism Update 

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