In 2010 Santam Agriculture Insurance celebrated 80 years of short term insurance service to farmers in South Africa.

To this end, the design of a commemorative coffee table book was commissioned.

Part of this task was to be the creation of an “80 years of asset and crop insurance” logo to be used in the book.As the logo was specifically designed to appear in the coffee table book only, there was no need for the Santam identity to be included.

It was only fitting that the inspiration for this logo should come from something found on every farm all across S.A. --- the typical closing mechanism of a farm gate.

The interlocking “hook” and “loop” were positioned and photographed in a way to form the figure 80.

But, what makes this device so appropriate for this logo, is not so much the manipulation of the shapes to form the 80, but its direct relevance to short-term insurance, namely its use; to close gates for the protection of assets.English translation of the logo: “80 YEARS OF ASSET AND CROP INSURANCE”.

As the logo was designed for a coffee table book to be given away to key brokers, and high profile clients, it is obviously not possible to place a monetary value on the success or otherwise.

What we can say is that the book exceeded both Santam and their client’s expectations and that many favourable comments were received from all parties.