MortgageSA changes to ooba

The very well known bond originators, MortgageSA has changed its name to ooba. That is ooba spelled with a lower case letter and not capital.

Mortgage SA's explanation of the new name is that "ooba" is derived from universally used word uber, meaning "super", "the ultimate", "the best". They are also spending R32 million to promote the new corporate identity throughout South Africa.

The company has rebranded the homeowner services to oobasearch, oobabond, oobainsure, and oobacard.

Apparently the new logo is already an existing logo of a baby furniture company overseas. The colour scheme differs a little and the font is very much alike. According to the law, you may use another company’s logo if the company isn’t a well known name.

One can do nothing else but to wonder if this is really going to be worthwhile for the company or if it will be harming the reputation of an already well established brand.