{"id":220555,"date":"2022-03-28T14:36:03","date_gmt":"2022-03-28T12:36:03","guid":{"rendered":"https:\/\/mypr.co.za\/?p=114279"},"modified":"2022-03-28T14:36:03","modified_gmt":"2022-03-28T12:36:03","slug":"sawmilling-south-africa-carves-out-a-new-brand-and-focuses-on-the-future-of-wood","status":"publish","type":"post","link":"https:\/\/www.myza.co.za\/press\/sawmilling-south-africa-carves-out-a-new-brand-and-focuses-on-the-future-of-wood\/","title":{"rendered":"Sawmilling South Africa Carves Out a New Brand and Focuses on the Future of Wood"},"content":{"rendered":"<aside class=\"scaip scaip-1 \">\n<aside id=\"republication_tracker_tool-2\" class=\"republication_tracker_tool clearfix\">\n<h5 class=\"adtitle\">Republish for Free<\/h5>\n<div class=\"license\">\n<p><button name=\"Republish This Story\" id=\"cc-btn\" class=\"republication-tracker-tool-button\">Republish This Story<\/button><\/p>\n<p><a class=\"license\" rel=\"noreferrer license noopener\" target=\"_blank\" href=\"http:\/\/creativecommons.org\/licenses\/by-nd\/4.0\/\"><img decoding=\"async\" alt=\"Creative Commons License\" class=\"lazyload\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/03\/sawmilling-south-africa-carves-out-a-new-brand-and-focuses-on-the-future-of-wood.png\"><\/a><\/p>\n<p><img decoding=\"async\" alt=\"Creative Commons License\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/03\/sawmilling-south-africa-carves-out-a-new-brand-and-focuses-on-the-future-of-wood.png\"><\/div>\n<div class=\"message\">\n<p>Republish our articles for free, online or in print, under a Creative Commons license.<\/p>\n<\/div>\n<\/aside>\n<\/aside>\n<p><strong>JOHANNESBURG \u2013 MARCH 28, 2022 \u2013 There is a crucial need to promote sustainable wood-based products in South Africa. In honour of International Day of Forests on March 21, Sawmilling South Africa (SSA) has turned over a new leaf to lead the way for the timber sector with a new logo and slogan, and a renewed focus. <\/strong><\/p>\n<p>\u201cGetting people to recognise the value of timber in the built environment will be set in motion by our modernised visual identity and corporate logo and will be directed by our new positioning statement: \u2018We saw the future\u2019,\u201d explains Roy Southey, the association\u2019s executive director.<\/p>\n<p>\u201cA play on words, \u2018We saw the future\u2019 demonstrates that we use renewable and responsibly sourced timber to saw products that are aimed at the future of sustainable, low-carbon design, architecture and construction. It fundamentally embodies our vision for the timber industry in South Africa and globally,\u201d says Southey.<\/p>\n<p>\u201cThere is a unique climate case for wood as it is deemed as the only structural material that can naturally and significantly decarbonise our planet, both through the growing of trees (which sequester carbon dioxide and release oxygen) and by harvesting them at the right time, which locks up the carbon in sustainable quantities for many years to come. In fact, trees absorb about two tonnes of carbon dioxide to create one tonne of their own (dry) mass<a href=\"https:\/\/mypr.co.za\/sawmilling-south-africa-carves-out-a-new-brand-and-focuses-on-the-future-of-wood\/blank#_edn1\" name=\"_ednref1\">[i]<\/a>,\u201d he points out.<\/p>\n<p>SSA is an industry association that represents around 50 sawmilling companies, collectively employing approximately 12,000 people, predominantly in the rural areas of the country.<\/p>\n<p>Sawmills transform roundwood \u2013 in other words, logs \u2013 into a variety of sawn timber products, including structural lumber for the building and construction industry and industrial lumber for the furniture, joinery and packaging sectors.<\/p>\n<p>Globally, urban populations are burgeoning, requiring cities to become more dense, often by building upwards. At the same time, we are facing a climate crisis. The global built environment currently responsible for approximately 40% of global energy related CO<sub>2<\/sub> emissions<a href=\"https:\/\/mypr.co.za\/sawmilling-south-africa-carves-out-a-new-brand-and-focuses-on-the-future-of-wood\/blank#_edn2\" name=\"_ednref2\">[ii]<\/a>, with emissions stemming from two main sources: the energy consumed within buildings for heating, cooling and power (operational emissions) and the emissions associated with the extraction, processing and manufacture of building products (embodied emissions).<\/p>\n<p>Harvested wood products, which store carbon, can be a substitute for carbon intensive materials such as steel and concrete in construction. However, in South Africa where mass timber buildings are not commonplace, people tend to think only of log cabins, or conventional roof trusses. Recent technologies, however, are harnessing the natural strength of timber and improving it, engineering a new range of timber that can be used for mass timber buildings and high-rise construction.<\/p>\n<p>\u201cSouth Africa is ripe for scaling up the use of timber in construction, however many people perceive wood as rudimentary or weak. But for engineering professionals and architects of mass timber structures, there is significant opportunity for innovation, localisation and employment creation,\u201d says Southey.<\/p>\n<p>Cape Town-based agency Creative Caterpillar was given the task to visually reflect SSA\u2019s renewed focus and vision, resulting in the association\u2019s brand transformation. \u201cThe team adopted a contemporary, future-minded approach when re-imagining the SSA logo, which made it possible to step away from our previous, more literal logo and embrace a more inclusive and relatable design for all stakeholders in the industry,\u201d says Southey.<\/p>\n<p>The aim was to visually represent the new positioning while still honouring wood\u2019s unique qualities. Therefore, the logo simultaneously represents a portal to the future and a stylised cross-section of a timber log. Coupled with this are themes of&nbsp;biophilic&nbsp;design and the positive ripple effect of sustainability within the timber sector. In this manner, when the timber sector brings their sustainability commitments to life, it will boost relevance and increase its business value connection with the target audience.<\/p>\n<p>The evolution of the visual identity, corporate logo and a refreshed colour palette of orange (representing creativity and innovation) and olive green (representing nature and growth) has given the sector new focus and a refreshed approach to enhancing its long-term sustainability and profitability.<\/p>\n<figure id=\"attachment_114280\" aria-describedby=\"caption-attachment-114280\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/mypr.co.za\/?attachment_id=114280\"><img loading=\"lazy\" decoding=\"async\" alt width=\"1250\" height=\"649\" class=\"wp-image-114280 size-large lazyload\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/03\/sawmilling-south-africa-carves-out-a-new-brand-and-focuses-on-the-future-of-wood.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-114280 size-large\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/03\/sawmilling-south-africa-carves-out-a-new-brand-and-focuses-on-the-future-of-wood.jpg\" alt width=\"1250\" height=\"649\"><\/a><figcaption id=\"caption-attachment-114280\" class=\"wp-caption-text\">New logo for Sawmilling South Africa Photographer: Designed by Creative Caterpillar<\/figcaption><\/figure>\n<figure id=\"attachment_114281\" aria-describedby=\"caption-attachment-114281\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/mypr.co.za\/?attachment_id=114281\"><img loading=\"lazy\" decoding=\"async\" alt width=\"1250\" height=\"831\" class=\"wp-image-114281 size-large lazyload\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/03\/sawmilling-south-africa-carves-out-a-new-brand-and-focuses-on-the-future-of-wood-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-114281 size-large\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/03\/sawmilling-south-africa-carves-out-a-new-brand-and-focuses-on-the-future-of-wood-1.jpg\" alt width=\"1250\" height=\"831\"><\/a><figcaption id=\"caption-attachment-114281\" class=\"wp-caption-text\">Wood is sourced from sustainably managed plantations which means that new trees are planted to replace mature harvested wood. Photographer: Designed by Creative Caterpillar<\/figcaption><\/figure>\n<figure id=\"attachment_114282\" aria-describedby=\"caption-attachment-114282\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/mypr.co.za\/?attachment_id=114282\"><img loading=\"lazy\" decoding=\"async\" alt width=\"1250\" height=\"727\" class=\"wp-image-114282 size-large lazyload\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/03\/sawmilling-south-africa-carves-out-a-new-brand-and-focuses-on-the-future-of-wood-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-114282 size-large\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/03\/sawmilling-south-africa-carves-out-a-new-brand-and-focuses-on-the-future-of-wood-2.jpg\" alt width=\"1250\" height=\"727\"><\/a><figcaption id=\"caption-attachment-114282\" class=\"wp-caption-text\">Timber frame homes are slowly becoming more popular in South Africa. Photographer: Designed by Creative Caterpillar<\/figcaption><\/figure>\n<p><strong><\/strong><strong>Video:<\/strong> Sawmilling South Africa Carves Out a New Brand and Focuses on the Future of Wood:<\/p>\n<p>[embedded content]<\/p>\n<p><a href=\"http:\/\/mypr.co.za\/save-with-myprs-monthly-flat-fee\/\">CLICK HERE to submit your press release to MyPR.co.za<\/a>.<\/p>\n<p><strong>More Info on Sawmilling South Africa Carves Out a New Brand and Focuses on the Future of Wood here:<\/strong> <a href=\"https:\/\/timber.co.za\/about\/objectives\" target=\"_blank\" rel=\"nofollow noopener\">https:\/\/timber.co.za\/about\/objectives<\/a><br \/><strong>Twitter<\/strong>: <a href=\"https:\/\/mypr.co.za\/sawmilling-south-africa-carves-out-a-new-brand-and-focuses-on-the-future-of-wood\/samcholes\" target=\"_blank\" rel=\"nofollow noopener\">samcholes<\/a><br \/><strong>Facebook<\/strong>: <a href=\"https:\/\/www.facebook.com\/sawmillingsouthafrica\" target=\"_blank\" rel=\"nofollow noopener\">https:\/\/www.facebook.com\/sawmillingsouthafrica<\/a><\/p>\n<div class=\"entry-pagination pagination\">Pages: <span class=\"post-page-numbers current\"><span class=\"screen-reader-text\">Page <\/span>1<\/span> <a href=\"https:\/\/mypr.co.za\/sawmilling-south-africa-carves-out-a-new-brand-and-focuses-on-the-future-of-wood\/2\/\" class=\"post-page-numbers\"><span class=\"screen-reader-text\">Page <\/span>2<\/a><\/div>\n<p><a href=\"https:\/\/mypr.co.za\">Source: MyPR.co.za<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Republish for Free Republish This Story Republish our articles for free, online or in print, under a Creative Commons license. JOHANNESBURG \u2013 MARCH 28, 2022 \u2013 There is a crucial need to promote sustainable wood-based products in South Africa. In honour of International Day of Forests on March 21, Sawmilling South Africa (SSA) has turned [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":220556,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","ngg_post_thumbnail":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[18,6468,9021,1],"tags":[3257],"class_list":{"0":"post-220555","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-durban","8":"category-east-london","9":"category-mypr","10":"category-south-africa","11":"tag-mypr","12":"entry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/03\/sawmilling-south-africa-carves-out-a-new-brand-and-focuses-on-the-future-of-wood.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/220555","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/comments?post=220555"}],"version-history":[{"count":0,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/220555\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media\/220556"}],"wp:attachment":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media?parent=220555"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/categories?post=220555"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/tags?post=220555"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}