LTDC calls for use of tourism lo­gos

Lesotho Times - - Business - Retha­bile Pitso

THE Le­sotho Tourism De­vel­op­ment Cor­po­ra­tion (LTDC) has ap­pealed to lo­cal man­u­fac­tur­ers in the tourism in­dus­try to make use of the agency’s new brand des­ti­na­tion lo­gos to pro­mote their prod­ucts.

LTDC Pub­lic Re­la­tions Man­ager ‘Man­chafalo Motšoe­neng said the brand lo­gos had been de­signed in three colour-coded themes for the three ar­eas of cul­ture, ad­ven­ture and ski­ing.

“We have de­signed a pri­mary logo which is ac­ces­si­ble to all tourism traders and this ba­sic logo is sim­i­lar to the one that is seen on bill­boards in town. How­ever, there are themes which are spe­cific to traders in the cul­ture, ad­ven­ture and ski­ing sec­tors,” she said.

“A tourism trader who spe­cialises in cul­tural prod­ucts could use the rel­e­vant logo which has a pin pink colour. This colour was ch cho­sen for the logo be­cause it closely re­sem­bles the tra­di­tional red ochre which is com­monly used for tra­di­tional rit­u­als. We also chose the pink­ish colour be­cause we did not want any of the prod­ucts look­ing dull.” Ms Motšoe­neng said the ad­ven­ture sec­tor has an or­ange colour. “Or­ange re­sem­bles the sand­stone rock fea­tures which are mostly found in the moun­tain­ous re­gions where the ad­ven­tures usu­ally take place,” she said. “The logo for ski­ing has a blue and white colour to rep­re­sent the clear blue sky and snow.” The lo­gos’ fea­tures, said Ms Motšoe­neng, had been de­signed to en­able even the most unique prod­ucts to bear the logo with­out any dis­tor­tions. “We de­signed the fea­tures fully mind­ful of the fact that some man- ufac­tur­ers may need soft-copies in or­der to ap­ply the lo­gos onto their la­bels,” she said.

“We have availed them in dif­fer­ent forms to en­able graphic de­sign­ers to ap­ply them with­out dis­tort­ing the im­age. We are also par­tic­u­lar about the di­men­sions used for the lo­gos and there­fore ap­peal to the traders to en­sure that the sizes and colours con­form to our spec­i­fi­ca­tions.

“For in­stance, the logo’s height is meant to be seven inches and we rec­om­mend it re­mains as such. All the lo­gos are ac­com­pa­nied by the tagline ‘King­dom in the Sky’ or ‘Le­sotho Haeso’ which we are all fa­mil­iar with.”

Ms Motšoe­neng said mod­i­fi­ca­tions had been made to the pri­mary logo to al­low flex­i­bil­ity and dy­namism for emerg­ing prod­ucts.

“On the pri­mary logo, most peo­ple would no­tice there is the im­age of a man wear­ing a hat and blan­ket sit­ting on a horse but in the mod­i­fied ver­sions, the im­age is slightly changed,” she said.

“The horse is placed be­fore the ‘L’ of Le­sotho but the same mes­sage is dis­played across all the lo­gos.”

The LTDC also in­tends to pro­vide lo­gos to all the traders who would be show­cas­ing their prod­ucts next month at the Tourism Ind­aba in Dur­ban, South Africa.

“We are strate­gis­ing on how best to pro­duce enough lo­gos to cater for traders who will be at­tend­ing the Tourism Ind­aba,” said Ms Motšoe­neng.

“The lo­gos seek to en­hance the value of the prod­ucts to po­ten­tial buy­ers dur­ing the event which will be at­tended by tourists from all over the world. We aim to ad­ver­tise Le­sotho at such big plat­forms but we are fac­ing fi­nan­cial chal­lenges.”

She said they were con­sid­er­ing part­ner­ing with some com­pa­nies to as­sist in pub­li­cis­ing the des­ti­na­tion brand and mak­ing it ac­ces­si­ble to traders.

Ms Motšoe­neng added that the logo had been well re­ceived by the pub­lic dur­ing the Mekhoa­neng to ‘Thaba Bo­siu Cul­tural Walk’ last month which LTDC co-spon­sored with its or­ange-themed logo.

LEFT: LTDC Pub­lic Re­la­tions Man­ager ‘Man­chafalo Motšoe­neng and (above) the new LTDC lo­gos for cul­ture, ad­ven­ture and ski­ing

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