Jurni, previously known as the National Tourism Visitor Information System (NTVIS), is an initiative which aims to enhance and empower the South African tourism industry through advanced technology and expertise, together with key stakeholders in South Africa’s travel and tourism sector.

As an enabler of tourism in South Africa, this initiative is committed to:
• Providing a booking tool and business application that’ll accelerate visibility within a global market for small and medium hospitality enterprises
• Providing access to a data hub that’ll equip businesses with improved insights that can inform business strategies and decision-making
• Mining data and investing in AI (Artificial Intelligence) to create seamless, savvy and transparent systems that’ll assist with improving traveller experiences
• Providing an information rich app with location tailored recommendations of places to visit along a travellers’ route using geolocation functionality

Circle’s first challenge was to rename NTVIS as it was an acronym that describes the initiative and wasn’t suitable as a consumer-facing name. Circle developed the brand name ‘Jurni’, inspired by the initiative’s vision to connect travellers with destinations. The word Jurni implies exploration, voyages of discovery and freedom of movement from one place to another. Circle’s second challenge was to create a corporate identity and visual language that seamlessly represents the unique essence of Jurni being an enabler for travellers as well as hospitality, keeping in mind technology, transformation and tourism as key considerations.

The bold line in the brandmark is symbolic of a travel route from one point to another, as a metaphor for connection and movement, signifying how Jurni connects travellers and destinations. Being a South African initiative, the colour palette was inspired by the vibrant colours of the South African flag, with the intention of the colours not looking overtly the same as the flag. The visual language is intended for use across various platforms from an app icon to digital and corporate stationery. This visual language adds strength and ownability to the brand with unique elements which celebrate the diversity of tourism and allow Jurni to be easily identifiable from other South African travel and tourism initiatives.