Eswatini International Trade Fair Rebranding

The new Eswatini International Trade Fair (EITF) logo was developed with the goal of creating a timeless, versatile identity that is both rooted in Eswatini’s cultural heritage and forward-looking in its expression of commerce and innovation. The design reflects the spirit of unity, healthy competition, and the dynamic energy of the annual event.

Cultural and Architectural Inspiration

At the heart of the logo is a stylized rainbow arch, directly inspired by the Guca Sithandaze—the traditional hut-like architectural structures that symbolize community, protection, and ingenuity in Eswatini. This arch also mirrors the iconic entrance of the Mavuso Exhibition and Trade Centre, the very home of the EITF. Its shape grounds the logo in a place that is both symbolic and literal, anchoring the identity in a recognizable and meaningful landmark.

Logo Mark & Symbolism

The arch structure rises proudly to form a frame that not only reflects tradition but also creates a modern, open gateway—welcoming both local and international audiences.

At the top of the arch, the acronym EITF is prominently displayed. Positioned at the apex, it represents the Fair’s ambition to rise, connect, and lead within the global trade ecosystem.

Above the arch, two silhouetted human figures stand side by side, raising their arms in a celebratory, expressive posture. These figures symbolize healthy competition, excitement, and the active participation of businesses and individuals. Their raised hands suggest a desire to be seen and recognized—echoing the competitive yet collaborative atmosphere of the trade fair.

Typography

The logotype is set in modern and timeless typefaces—DIN and Alte Haas Grotesk Bold—which convey a balance of clarity, professionalism, and boldness. These typefaces were selected to ensure readability across platforms while complementing the cultural and symbolic complexity of the logo mark.

Colour Strategy

To maintain a strong national identity while ensuring modern appeal, the logo uses two primary colours from the Eswatini national flag:

Blue represents peace and stability, aligning with the fair’s role in promoting cooperation and economic harmony.

Red symbolizes resilience and the energetic spirit of competition and progress.

This restrained yet bold palette ensures versatility and consistency across various media—from signage and digital banners to merchandise and promotional materials—while keeping the visual language deeply connected to national pride.