For this revision, we took your feedback from the previous round and combined elements from the two directions you connected with most.

 

The biggest evolution is the new logo and icon, inspired by an elephant footprint and incorporating the African-inspired FST symbol and a small rising sun. We’ve explored four subtle logo variations, mainly through different typeface options, and selected the one we feel works most naturally with the icon for the brand rollout. Please scroll to the right when you get to the logo variations.

 

The colour palette has evolved from Direction 3, with a few additional warm, vibrant colours added to give the brand more flexibility. We’ve also brought back the handwritten typeface from Direction 1 and introduced a new rotating graphic device.

 

One of the biggest additions is a bespoke illustration style created specifically for Far South Tours. Rather than traditional iconography, these illustrations combine Safari-inspired details with travel experiences and activities. They can be expanded into both smaller topic-specific illustrations and larger experience-based scenes tailored to your different journeys and packages.

 

For the website, we’ve built on some of the existing Far South Tours structure rather than reinventing everything, applying the new identity to give it a more refined, engaging and premium feel.

 

Lastly, we’ve simplified the use of patterns. We retained the circular dot pattern you liked, but removed the others as they began to make the brand feel too busy. The new illustrations now bring in that African personality in a much calmer and more considered way.

 

Overall, the revised direction feels warm, premium, adventurous and distinctly Southern African, while still having the relaxed and inviting feeling we want Far South Tours to embody.