Zambia is an awesome place. It's also where I grew up, so I thought the least I could do for my country is rebrand it. Although this project isn't official in any capacity, I'm having fun working on it (yes, it's still a work-in-progress) and hoping the good folks at Zambia Tourism take notice.
The Zambian coat of arms was the inspiration behind the Zambia Tourism rebrand.
I chose to focus on the shield, whose wavy, white lines over black represent water over black rock at Zambia's most famous tourist attraction: the Victoria Falls, locally known as Mosi-oa-Tunya (translated from the local Tonga as "The Smoke That Thunders").
The new logo is dynamic and exciting, evoking a human figure in the midst of traditional dance, while also honouring Zambian heritage and the representation of the Victoria Falls on the coat of arms.
The tagline has also been redesigned to incorporate the elements of the logo. These dynamic shapes separate the two words to evoke imagery of rapids, rivers and the African sun.
Eagle was chosen for its geometry and simplicity, with lowercase letters conveying a sense of playfulness.