A brand new Rwanda

This thesis will argue that the East African nation of Rwanda has been negotiating a post-colonial identity through the practice of nation branding. Using nation branding, Rwanda is currently attempting to rebuild its national image which was fractured by the 1994 Rwandan genocide. Informed by the theories of Frantz Fanon, this thesis will argue that the primary influence on Rwanda’s identity today is its dark history of colonial oppression. Additionally, this thesis will argue that Rwanda is subject to a form of indirect colonialism in the modern day known as “neocolonialism”. These arguments will be supported by visual evidence in the form of Rwandan nation branding including the current Rwandan flag, its predecessor and their application in state seals, currency and the branding of Rwanda's flag carrier airline RwandAir. This thesis will also examine Rwanda’s tourism-based branding ranging from the various campaigns of the Visit Rwanda tourism board, social media endorsements and architectural projects, particularly those found in Rwanda’s capital city, Kigali.