GOVERNMENT
OF LESOTHO
Lesotho is a proud and peaceful mountain kingdom, home to a rich cultural heritage and a forward-looking spirit. As part of a larger national transformation effort, the Government of Lesotho invited us to create a unifying government brand—one that could complement the existing tourism identity and inspire trust, clarity, and belonging across ministries, citizens, and the global stage.
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Research
Naming
Visual Identity
Brand Standards
Activation
GOVERNMENT
OF LESOTHO
This initiative marked the first-ever government brand for the Kingdom of Lesotho. While the country had previously launched a tourism brand, there was no unified system representing government services, institutions, or communications. The result was fragmentation—visually, verbally, and operationally. Our task was to design a government identity that could instill consistency, dignity, and national pride across all platforms.
The challenge was complex: Build a brand that honors tradition while signaling modernization. A brand that complements the tourism logo but clearly differentiates the role of government. A brand that is both Basotho and global in its expression.
APPROACH
We began by immersing ourselves in the political, cultural, and historical context of Lesotho. Through workshops, stakeholder interviews, and strategic audits, we surfaced a core brand tension: Cultural Guardian vs. Modern Innovator. This insight guided the development of every element—from visual identity to tone of voice.
We anchored the brand in Lexend Tera, a bold, legible typeface shared with the tourism logo for harmony across systems. The logo structure—minimal, text-based, and paired with the national coat of arms—emphasizes clarity and authority while allowing for flexibility across ministry lockups. A visual language of elevation, inspired by the kingdom’s mountainous landscape and Thaba Bosiu, reinforces Lesotho’s distinct geography and aspirational outlook.
We also established a detailed Range of Expression—a framework for how ministries and departments could communicate with consistency while reflecting their own mandates. From classic and formal to visionary and modern, this range allows for diversity within a unified system.
RESULTS
The new government brand has been met with enthusiasm from leadership, communications teams, and designers within Lesotho. With clear guidelines, accessible design tools, and thoughtful lockups for ministries, the brand has already begun creating cohesion across official documents, digital platforms, and public-facing materials.
More importantly, it sets a foundation for future-facing governance—one that communicates trust, professionalism, and progress to Basotho citizens and international partners alike.
