The Acronym (ICASA) - Trademark Entity to symbolize the signature of the New Corporate Identity.

Think for a moment of your own personal signature - the way you dot your I`s, or cross your t`s; the way you slant your letters; your degree of legibility. These are more than just elements of style. They relay information. Whether you know it or not, they speak of your intelligence, your character, your flaws and talents. If you were smarter, or more organized, more charismatic, more productive, how different that signature would look. In creating a corporate identity, we are uniquely placed to assert what the personality of ICASA will be. The values we install now will determine what this young and dynamic entity will become. It is a big responsibility, but we have one clear advantage. Unlike our parents, we can decide how clever, how innovative, how successful to make our budding enterprise. We can dictate its genetic makeup, mould its personality to what we want it to be, and give it a signature to match.

Let`s begin with the main typographic element - our acronym, ICASA. It is a signature in its own right. The typeface was chosen to convey the sophistication of the industry. Technology, modernity, the global culture of our core business - these are reflected in stark, graphic and simple lines. The A has been simplified further to reflect the language of technology, which is universally derived from codes. No element of this acronym has been left to chance. Even the slight right slant of the letters has meaning, hinting at forward momentum and illustrating the dynamism of our enterprise. The letters are carefully spaced, showing balance and organisation.

The central shield represents protection. It is a strong African icon that also symbolizes strength. Its position at the center of the five letters adds symmetry to the logo and creates a sense of balance and fairness. The colour "golden yellow" is a symbol of new life, suggesting the life-giving energy of the sun.

The central A in our acronym has been placed in the shield to enhance that sense of symmetry. Its position makes it the focal point of our logo and adds weight to the entire construct. The letter A itself suggests Authority and its location again promotes a sense of balance and evenhandedness.

The wave graphically shows the convergence of technologies that embodies the corporation`s primary function. Set close to the A in the shield, its proximity illustrates where ICASA derives its authority.

There are nine dots that bear witness to South Africa`s nine provinces. Together, they constitute an arc that suggests both inter-dependence and unity. The arc`s structure also symbolizes information being carried between points of access. It is a symbol of ICASA`s technological sphere. They also represent a meeting of two hemispheres and show the global nature and influence of information media.

The use of colour in ICASA`s corporate identity is as calculated as the deployment of symbols in the logo.

The neutral blue-grey used in the dots is modern, clean and subtle. Blue-grey, with its association to metal, also suggests strength. On a practical level, it is visible against most backdrops, and is easily reproducible.

The golden-yellow of the shield signifies new life. It represents the birth of a new corporate identity. Yellow is the colour of the life-giving sun, and of fire, both powerful, dynamic elements. It compliments the coolness of the blue used elsewhere.

The black type is clear and striking against the chosen background. Black has also long conveyed strength and durability.

Now that you know what a signature can say about you, perhaps its time to ensure that the qualities evident in this corporate signature are carried forward. Ultimately, the success of ICASA lies in your hands. With ICASA, we have the opportunity to project what we, collectively, are capable of being.