Need to Know
24 : 06 : 22

Rwanda and Zurich – The start-up, which pairs tech-savvy African entrepreneurs with Swiss expertise, is drawing on its dual heritage to communicate its cross-cultural partnership. With the ultimate aim of promoting innovation in Rwanda through mentorship, experience and networking, Oku’s branding features local references from the African nation, while avoiding design cliches.

To do this, the company worked with graphic design studio DutchScot, which took inspiration from the geometric shapes and earthy colours of the Rwandan art form imigongo. In this way, the branding strays from the generic visuals commonly used in technology brands. ‘We wanted to draw inspiration from Rwanda but in a contemporary way,’ explains Oku in conversation with LS:N Global. ‘We plumbed for a bold typography solution, creating a bridge in the logo and then a suite of patterns that spoke to the various facets of the business in a personable way, all this combined with an earthy palette.’

Elsewhere, we’ve explored the ways that African lifestyle platform Dola is similarly preserving the continent’s heritage through a contemporary, youthful lens.

US – Steering clear of the tropes that dominate the conventional golf sector, matchmaking service Goolf has refreshed its visual identity in step with the evolving demographic of the sport. The app connects players of all ages, allowing them to organise games or trips together.

Instead of Argyle knits and prim shirts, the rebranding, by design studio Wildish & Co, aims to position the sport as more inclusive and accessible. With a vibrant colour palette, flexible typeface and friendly animations, Goolf is trying to draw in a more diverse range of players.

To accomplish this, the design company focused on bright and gender-neutral imagery, offering an alternative to the stuffy visuals that typically represent the sport. ‘We found through research that often, golf brands fall into the trap of constructing a male-orientated brand, with heavy blacks and chunky typefaces,’ says Sam Fresco, managing director of Wildish & Co.

With an influx of new players who haven't previously been represented in the sport, such as women and girls, the game of golf is undergoing a sea change. No longer the domain of the affluent, there are numerous opportunities for companies to help bolster this burgeoning hobby.

While environmental researchers have been aware of the risks of air pollution for many years, a new Air Quality Life Index (AQLI) report captures the reality of how much it is affecting people’s lives. The report, by the University of Chicago’s Energy Policy Institute, reveals that dirty air could shave five years off people’s lives in south Asia.

Broken down further, the research also reveals that the most polluted country in the world is Bangladesh, where air pollution reduces average life expectancy by 6.7 years, with the most polluted districts showing lives shortened by 8.1 years. When compared to other health threats, the report finds that particulate air pollution takes 2.2 years off global average life expectancy, comparable to that of smoking, and far exceeding that of alcohol use, unsafe water, HIV/AIDS and terrorism.

With environmental issues posing major health threats, businesses have a responsibility to take action and create planet-first solutions for a safer world.