A 24-year-old university student has designed Tanzania’s new national branding logo, which aims to give local products a distinct and recognisable identity in global markets.
Lucas Allen Haule, a third-year student at the University of Dodoma, emerged as the top winner in a nationwide competition organised by the Tanzania Trade Development Authority (TanTrade) to design the “Made in Tanzania” logo.
The competition was part of the government’s broader strategy to promote locally produced goods under a unified visual identity, as it seeks to enhance the competitiveness of Tanzanian exports across sectors including agriculture, manufacturing, tourism, and services.
“I saw the post on Instagram but doubted whether I had a chance,” Haule said in an interview. “I had only been teaching myself design through online tutorials. Still, I felt I should test my skills.”
According to TanTrade, the contest attracted 88 design submissions from across the country. Ten finalists were shortlisted and given technical support to refine their entries. Three top designs were selected for public voting, with Haule’s entry receiving the highest number of votes.
The winning logo was officially unveiled during the 49th Dar es Salaam International Trade Fair (DITF), also known as Sabasaba, by Zanzibar’s President Hussein Ali Mwinyi. The unveiling coincided with Made in Tanzania Day, a national event highlighting domestic production and innovation.
Deputy Minister for Industry and Trade, Exaud Kigahe, said the branding initiative aims to build consumer trust and improve the visibility of Tanzanian products on international shelves.
“This logo is more than a symbol,” Kigahe said at the launch event. “It reflects the vision and capability of Tanzania’s people, including our youth. It is part of our effort to promote industrialisation and economic self-reliance.”
TanTrade’s Director of Trade Development, Lulu Mkudde, said the branding would provide exporters with a shared platform and reduce marketing costs by aligning products under one trusted label.
“Our objective is to increase the global recognition of Tanzanian goods and enhance their market positioning,” Mkudde said. “We believe this logo will become a strong asset for both large and small producers.”
Haule’s achievement has drawn public attention not only for its design impact but also for the unlikely journey that brought him to national recognition.
“I’m honoured that my work will represent Tanzania internationally,” he said. “It gives me confidence that young people, even without a formal background, can contribute meaningfully if given a platform.”
The government hopes the Made in Tanzania brand will inspire wider participation in local production, especially among youth, while helping to combat the perception that imported goods are superior.
Haule, who is completing his undergraduate studies this year, says he now hopes to establish a design consultancy focused on branding and identity development.
“It’s not just about logos,” he said. “It’s about telling stories that people can connect with.”