Project Overview: Stockvel DNA Logo Design
Client: Stockvel DNA
Location: Johannesburg, South Africa
Industry: Business Services
Bluestone Digital was commissioned to design a brand-new logo for Stokvel DNA, a project with no existing visual identity. The client wanted a design that was modern, inclusive, and flexible enough to work across both digital and print platforms. Our goal was to develop a mark that balances maturity with youthfulness, and forward-thinking energy with trustworthiness.
About Stockvel DNA
Stokvel DNA is an evolving initiative that builds on the foundation of BSK Marketing. It is rooted in the Stokvel market—an important informal savings culture in South Africa—and is being reimagined to engage a broader audience, including corporates in FMCG, banking, pharmaceuticals, and academic institutions. The target demographic spans Black South African men and women aged 25–65.
Project Scope: Logo conceptualisation
Project Objective
The primary aim was to create a clean, versatile, and compelling logo that introduces Stokvel DNA as a knowledgeable, futuristic, and grounded brand. The identity needed to resonate with a wide audience while still offering a polished presence for high-level business stakeholders.
Our Approach:
We began by gathering brand personality insights: mature yet youthful, informed yet innovative. With no previous logo or strict font guidelines, we had creative freedom to develop a look that stood on its own. The team drew colour inspiration from DNA imagery and the BSK brand colours, which led to a bold palette anchored by Mariah Blue (#2A3886) and Pumpkin (#F47524).
Font choices focused on clarity and visibility—using Azonix and Arial to create a confident yet accessible impression. We developed multiple logo variations to suit different placements, from web headers and email signatures to social media icons and favicons.
Key Features
- Primary and Secondary Logos for responsive use across platforms
- Distinctive Colour Palette that combines professionalism with vibrancy
- Modern, Readable Typography to communicate clarity and trust
- Adaptable Design System including logo mark, horizontal/stacked logos, and icon usage
Primary Logo
Usage:
Should be used first if the space allows it. Used in Website Header, Stationary, Email signature, etc.
Secondary Logo
Usage:
For when the primary logo doesn’t fit in the required space. Used on Websites, printed materials, and larger elements.
Logo Mark
Usage:
Social media profile pictures, stamps, favicon, etc. Use this when your other variations simply won’t fit.
