East African Breweries Limited (EABL) has today launched a competition that will culminate in the design of a new logo for the company.
Dubbed EABL, Got Skillz? the competition is intended to celebrate East Africa’s diversity in terms of the region’s culture, colours and people and is open to design artists from across East Africa aged between the ages of 21 and 25 years.
Artists have been invited to submit their artistic interpretations of how a new EABL logo would look like at eabl.com/gotskillz from 27th June to 11th July. The submissions can be made by individuals or by a group of up to four people.
The winning submission will win a cash prize of Kshs 1 million, while the second and third placed will each receive a cash prize of Kshs 500,000 and Kshs 300,000 respectively.
The top three will get the opportunity to work with a team of talented creative and advertising experts from J. Walter Thompson Kenya (a part of Scangroup) to work on finalising the new EABL logo interpretations.
A panel of judges will review the submissions, judging them on: interpretation and clarity of the theme to the artist, creativity and originality of the depicted theme, quality of artistic composition, overall design based on the theme, and overall impression of the art.
Submissions will also be judged on their adaptability as a logo and whether the artwork stands on its own as a complete and outstanding work of art plus the ease of adapting the creative idea into a brand identity.
The top 20 submissions will proceed to the next stage of the competition, a design hackathon guided by the judges. At the hackathon, the finalists will be briefed on key areas to pay attention to as they work on their designs.
The judges will then pick a winner and two runners-up, who will receive cash rewards and a mentorship session, part of which will be to interpret the final logo into various forms for use by EABL.
The panel of judges comprises advertising experts, art, copy and creative directors with decades of experience in the industry and who have participated in the creation of brand designs for big organisations across the region.