Nomenclature and visual language for a boutique hotel converted from Nelson Mandela’s primary residence.
The icon holds significant meaning which represents the many facets of Madiba which perfectly encompasses the brand essence of Sanctuary Mandela.
Learn more about this project
The Thebe Tourism Group was sanctioned by the Nelson Mandela Foundation to convert the former president Nelson Mandela’s primary place of residence into a one-of-a-kind boutique hotel. It consists of 9 curated rooms and offers retreat spaces for reflection, healing and thought-provoking experiences inspired by Madiba’s life. Circle was tasked with naming and creating a visual language for the hotel that perfectly encapsulates the hotel’s purpose as well as the spirit of Madiba.
Circle named the hotel “Sanctuary Mandela” as this home was known to Madiba as his place of sanctuary being in the leafy-suburb of Houghton, Johannesburg. Positioned as a place of reflection.
Circle designed the brandmark to include a dynamic arrangement of different elements that all come together to tell a traditional and unique story of Nelson Mandela’s extraordinary life. The icon holds significant meaning which represents the many facets of Madiba which perfectly encompasses the brand essence of Sanctuary Mandela.
1. The square which is made up of a dotted line is symbolic of balance, harmony and sanctuary. The dotted line encapsulates the free-flow of movement throughout Sanctuary Mandela.
2. The 4 X’s are a representation of South Africa’s first democratic elections in 1994, symbolic of the X mark on a ballot paper.
3. 95 individual sections of a traditional Xhosa hut seen from above, with each section symbolising 1 year of Mandela’s life.
4. Symbolic of unity after years of institutionalised segregation, the dots are a representation of unity in diversity between ethnic groups. The dots symbolise ethnic groups which are brought together by the ring.
5. The small squares are symbolic of Mandela’s 8x7ft cell. Represented as a necklace-type shape as a collection of 27 years of imprisonment, with the opening being a metaphor for Mandela’s release.
6. 5 years of presidency, a symbolic representation of leadership and protection. It is also an interpretation of ‘The Spear of the Nation’, co-founded by Mandela.
7. 2 birds symbolise peace, freedom, unity and solidarity.
Inspired by the positioning of “a place of reflection”, the primary colour palette was chosen to reinforce the reflective nature and thought-provoking essence of Sanctuary Mandela. The orange is not only a representation of the Nelson Mandela Foundation as it is their official colour, it is also symbolic of Madiba’s energy, determination, strength, endurance and the beautiful South African sunshine. Brown is the colour of earth, wholesomeness, reliability, healing and being grounded. Silver signifies the mineral wealth of the country as well as Mandela’s royal standing in the Thembu family. The colour palette as a whole was carefully-considered to instil a sense of heritage, ponder and tranquillity.
Circle’s aim was to provide a visual language which will continue to assist Sanctuary Mandela in enlightening each guest with an intimate connection to the life, times and space of the beloved Madiba.
Circle named the hotel “Sanctuary Mandela” as this home was known to Madiba as his place of sanctuary.
Learn more about this project
The Thebe Tourism Group was sanctioned by the Nelson Mandela Foundation to convert the former president Nelson Mandela’s primary place of residence into a one-of-a-kind boutique hotel. It consists of 9 curated rooms and offers retreat spaces for reflection, healing and thought-provoking experiences inspired by Madiba’s life. Circle was tasked with naming and creating a visual language for the hotel that perfectly encapsulates the hotel’s purpose as well as the spirit of Madiba.
Circle named the hotel “Sanctuary Mandela” as this home was known to Madiba as his place of sanctuary being in the leafy-suburb of Houghton, Johannesburg. Positioned as a place of reflection.
Circle designed the brandmark to include a dynamic arrangement of different elements that all come together to tell a traditional and unique story of Nelson Mandela’s extraordinary life. The icon holds significant meaning which represents the many facets of Madiba which perfectly encompasses the brand essence of Sanctuary Mandela.
1. The square which is made up of a dotted line is symbolic of balance, harmony and sanctuary. The dotted line encapsulates the free-flow of movement throughout Sanctuary Mandela.
2. The 4 X’s are a representation of South Africa’s first democratic elections in 1994, symbolic of the X mark on a ballot paper.
3. 95 individual sections of a traditional Xhosa hut seen from above, with each section symbolising 1 year of Mandela’s life.
4. Symbolic of unity after years of institutionalised segregation, the dots are a representation of unity in diversity between ethnic groups. The dots symbolise ethnic groups which are brought together by the ring.
5. The small squares are symbolic of Mandela’s 8x7ft cell. Represented as a necklace-type shape as a collection of 27 years of imprisonment, with the opening being a metaphor for Mandela’s release.
6. 5 years of presidency, a symbolic representation of leadership and protection. It is also an interpretation of ‘The Spear of the Nation’, co-founded by Mandela.
7. 2 birds symbolise peace, freedom, unity and solidarity.
Inspired by the positioning of “a place of reflection”, the primary colour palette was chosen to reinforce the reflective nature and thought-provoking essence of Sanctuary Mandela. The orange is not only a representation of the Nelson Mandela Foundation as it is their official colour, it is also symbolic of Madiba’s energy, determination, strength, endurance and the beautiful South African sunshine. Brown is the colour of earth, wholesomeness, reliability, healing and being grounded. Silver signifies the mineral wealth of the country as well as Mandela’s royal standing in the Thembu family. The colour palette as a whole was carefully-considered to instil a sense of heritage, ponder and tranquillity.
Circle’s aim was to provide a visual language which will continue to assist Sanctuary Mandela in enlightening each guest with an intimate connection to the life, times and space of the beloved Madiba.
