Pretoria — South Africa will now use one logo to market the country, following Cabinet's approval of a new international marketing logo.

The new logo is designed to replace about 70 old logos that were used by the International Marketing Council and SA Tourism to represent South Africa.

"The approval of the new logo marks the beginning of a new era in nation branding as South African entities will now go out to the world under a single, colourful, dynamic logo and positioning," Government spokesperson Themba Maseko said on Thursday after an ordinary Cabinet meeting.

He said the decision takes the country's marketing to new heights as South Africa gets ready to welcome the world to its shores for the 2010 FIFA World Cup.

The new logo is the result of an 18-month South Africa Alignment project, led by South African Tourism and the International Marketing Council, to align Brand SA and ensure that national, provincial and local government co-operate to ensure that the "look and feel" of South Africa is the same overseas.