“Happy Birthday or Farewell? Dangote’s 68th Banner Sparks Online Meltdown Over ‘Obituary Design'”
What was meant to be a cheerful tribute to Africa’s richest man turned into a viral branding blunder, after a birthday banner shared on Aliko Dangote’s official X (formerly Twitter) account left social media users scratching their heads—and some, momentarily alarmed.
The banner, which marked the billionaire businessman’s 68th birthday on Thursday, featured a sombre portrait of Dangote against a minimalist black background, sparking widespread confusion as many mistook it for an obituary notice rather than a celebratory post.
“I thought it was an obituary poster,” a user, @Mayordavid_9, wrote. “This your designer no sabi work oooo.”
The backlash came swiftly and unapologetically. While the intention was to honor Dangote with a dignified visual, critics online accused the design team of missing the tone entirely—turning a global tribute into a meme-worthy moment.
“2025 and y’all can’t pay a good graphic designer to run this. Still stuck in 1998,” tweeted @TFKhaleed.
Another comment by @ambalium read:
“Pay your graphics team to unlearn and relearn design concepts… This should not even scale approval in a big company like Dangote.”
Branding Gone Wrong
Design professionals and brand analysts also weighed in, citing the incident as a cautionary tale in corporate communication and design aesthetics, especially for high-profile individuals and companies with international visibility.
“When you’re designing for someone of Dangote’s caliber, visuals are not just decoration—they’re statements. A poor visual cue can overshadow the message,” said brand strategist Ini Essien.
Celebration Still Stands
Despite the unexpected design flop, Dangote’s 68th birthday was celebrated globally, with messages pouring in from fellow business leaders, politicians, and admirers across various sectors.
The billionaire—renowned for his vast industrial empire and philanthropy—remained unfazed publicly, choosing not to respond to the social media storm.
Still, netizens say the viral banner is a lesson in perception, and a reminder that in a digital world, even a birthday greeting can spiral into a branding crisis.
