SA StartUp SweepSouth Announces Rebrand
SA StartUp SweepSouth Announces Rebrand. Sweepsouth believes in more than just evolution – for the company, it’s about embracing change with a fresh, bold identity that reflects its growth, its values, and its ambitions.
Throughout the last 18 months, SweepSouth has been on a journey, not just to refresh its look, but to refine how it shows up in the world, and how it stands out within its competitive landscape while staying true to its African roots.
The company’s decision to refresh its brand was fueled by the desire to move away from a clean, clinical image into a brand that feels authentic, vibrant, and bold. As it expands its platform and services, the company wants its identity to reflect the personality and joy it brings to its customers’ lives. This refresh is about welcoming more life and colour into its visual identity – it’s about making sure the brand feels like home while remaining unmistakable South African.
“Our new logo is at the heart of this refresh. Featuring a sun rising over a house, it symbolises the joy and happiness we bring to our customers while paying homage to our heritage. The sun is a universal symbol of hope, courage and new beginnings, and for us, it represents our mission to bring a brighter future to the domestic services industry.” the company said.
The home is central to everything people do, and the company’s new logo mark reflects its commitment to making homes feel warm, welcoming, and clean. The company’s choice of colours is just as deliberate: orange symbolises warmth and energy, while pink evokes tenderness and care. Together, they represent the core value of spreading the joy that comes with a well-looked-after home.
“Our colour palette is inspired by the rich landscapes, vibrant colour and diverse beauty of South Africa. We’ve chosen hues that evoke positive feelings as a move away from the more neutral tones we’re used to. These colours aren’t just about standing out from the crowd (although that is a bonus), they’re about reflecting the warmth and life we carry. We are now more than just a cleaning platform; it’s a source of happiness and positivity, and our colour choices express that.” the company said.
Alongside its new colour palette, the company has embraced the use of real, relatable photography that brings more humanity into the brand. “The images we use are of real people – our staff and the SweepStars who are the heartbeat of our business. This decision isn’t just about aesthetics; it’s about telling the story of the people who make Sweepsouth what it is. Our brand is about connection, and that connection is brought to life through the faces and experiences of the people behind our services.”
The company’s new circular graphic pattern draws on its South African heritage and the universal symbolism of the circle. In South Africa, the circle is a symbol of community – from the traditional rondavels that dot the rural landscapes to communal imbizos* that emphasise unity. Universally, the circle represents wholeness, connection, and the cycle of life. For Sweepsouth, the circle speaks to its ethos of community, and it’s a versatile shape that can be used in many ways to add personality and depth to the brand.
