By: Mariama Bundu
The Ministry of Tourism and Cultural Affairs on the 19th January, 2026, officially unveiled the logo for the Year of Culture and Creativity, marking a key milestone in the government’s commitment to placing culture and creative industries at the center of national development.
Speaking at a special unveiling ceremony, the Minister of Tourism and Cultural Affairs described the event as a significant moment, noting that while it was not the full launch of the year-long initiative, it formally introduced the identity that will represent the theme nationwide.
“Each year, when the Ministry declares a thematic year, we also give it a face, a language, and an identity,” the Minister said. “Today, we unveil that identity for the Year of Culture and Creativity.”
The Minister reflected on the Ministry’s recent development trajectory, highlighting the Tourism for All Campaign in 2024 and the subsequent Year of Ecotourism as part of a deliberate and intentional approach to strengthening tourism and culture in Sierra Leone. According to the Minister, these initiatives consistently emphasized tourism as being about people, livelihoods, identity, and dignity.
The Year of Culture and Creativity, the Minister explained, did not emerge by chance. Foundations were laid during earlier campaigns, including months dedicated to innovation, creativity, culture, and heritage. The decision to dedicate an entire year to culture and creativity followed extensive engagement with private sector practitioners, cultural actors, and creative professionals.
The initiative aligns with key national and international frameworks, including the Medium-Term National Development Plan, the 10-Year Strategic Plan, the National Cultural Policy, the World Bank’s creative economy report, the Sustainable Development Goals, African Union and ECOWAS frameworks, and UNESCO conventions.
In defining the theme, the Minister explained that culture refers to living practices such as music, crafts, design, storytelling, performance, fashion, theatre, and skills passed from generation to generation. Creativity, on the other hand, represents opportunity—how natural talent can be transformed into enterprise, heritage into value, and identity into confidence.
The logo unveiled reflects these values through symbolic elements such as carvings, weaving, and drums, representing Sierra Leone’s tangible and intangible cultural heritage. The imagery highlights preservation, continuity, learning, and the transmission of skills across generations. The colors of the logo draw inspiration from the national flag, symbolizing boldness, confidence, vitality, youthful energy, and renewal.
At the base of the logo is the slogan “Culture and Creativity for a Better Salone,” reinforcing the message of collective ownership and national participation.
“This logo represents all Sierra Leoneans,” the Minister emphasized. “It is not for one or two people, but for everyone.”
From now on, the logo will serve as the official identity of the Year of Culture and Creativity, guiding communications across all platforms and unifying messaging with partners, creatives, and communities. It also sends a clear signal that Sierra Leone is ready to invest in its cultural and creative capital.
However, the Minister cautioned that success would depend on more than branding. The initiative, he noted, will only succeed through the delivery of meaningful programs, strong partnerships, sustained commitment, and the creation of safe and supportive spaces for cultural and creative practitioners.
The unveiling marks the beginning of a collective journey aimed at strengthening national pride, economic participation, and social cohesion through culture and creativity.