A 2019 ‘Simplicity’ advert taught us the power of unique symbols. By replacing the thumbs-up emoji with the stylised Capitec heart, we created a connection that was truly our own.
The heart moved above the line, becoming a hero transition into the brandmark in TV ads.
Adopted quickly by HR for internal brand and Corporate Social Investment teams, it brought a human touch to the brand. That’s why it spread naturally across business units, taking on different meanings but always pointing back to the heart of Capitec.
Expressing brand love, one heart at a time
A symbol of the brand’s empathy and connection with clients, used in Capitec’s Community Investment, HR, and client communications.
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Bringing it all together
Creative Director: Russell Petrie
Designer: Mari Retief
Motion Graphics: LucidState