The Democratic Alliance unveiled a new logo at Constitution Hill in Johannesburg on 15 November 2008. The new logo replaces that which was adopted by the party in 2000 when the Democratic Party and New National Party merged to form the Democratic Alliance, which is the current official opposition in the South African parliament having won 12,37% of the vote in the last election and gaining 47 seats.
The party announced the new logo as part of the repositioning and rebranding of the party in preparation for the forthcoming general election which is to be held on 22 April 2009.
"What we have unveiled here today is not just a new logo, a different look. This is not a marketing exercise. It's much, much more than that. It's our promise - a promise that we will deliver on the South African dream for the rainbow people" said party leader Helen Zille at the launch of the new logo. Thus the logo symbolises a morning sun rising over the rainbow nation. It represents the party's dream of an open opportunity society for all. It lifts our sights and our spirits. It signals hope. And it is grounded in the party's love for diversity said Zille.
The new logo will represent the DA on the ballot paper in the forthcoming general and provincial elections and also appears as the flag of the party.
Bruce Berry, 10 Apr 2009