Historically, South Africa has lacked skills in the information and communications technology sector. In 2003, the Digital Youth Information and Communications Technology Academy (DYICTA) was established by South Africa's leading ICT companies. Is it objective? To address the skills shortage in the information technology sector and create a pool of employable graduates with digital skills ranging from coding and software engineering to data science. Since its inception, it has produced over 3000 internationally certified ICT graduates and has seen a more than 85% employment rate in the IT field.

Our task was to design a brand identity for DYICTA with the institution’s philosophy of learning at the core of our branding. A visual identity that demonstrates and highlights the academy’s vision to be a leadership in ICT sector skills development.

We drew inspiration from the academy’s philosophy of learning and the most fundamental computing language — The binary system.

We took the “0” simplified into a geometric shape, extruded it to form the “1”, and step repeated it into a binary system which translates as ‘DYICTA’monogram. The geometric visual language was expanded, creating rhythmic motifs borrowed from traditional step and repeat patterns found in most of Southern Africa. Like traditional African motifs, what started as a logo; became a functional digital language. A unique brand asset differentiates us from conventional academic branding using crests and traditional monograms. The bespoke visual identity intrigued young people to learn more about coding and enrol at the academy.

The geometric visual language was expanded, forming rhythmic motifs. Like traditional African motifs, it became a functional digital language; seamlessly evolving into a brand identity system that extended beyond the academy to murals, posters, stencils, and merchandise.

The cryptic approach in execution and guerrilla-style application appealed to young people and intrigued them to learn more about coding and enrol at the academy.