A new Sasol corporate identity has been launched to reflect the company’s growing international stature and to capture the characteristics of the Group, as espoused in its values and represented in its various businesses.

This identity is international in spirit. It is dynamic and confident, distinctive and inspiring. It promotes Sasol’s service ethic, technological supremacy and bold growth ambitions.

It is Sasol.

The new corporate identity will replace all the brands and logos used previously by the Group’s wholly owned businesses. It will be implemented throughout Sasol’s operations by the end of 2002.

The change in identity is more than the introduction of a new logo. Following on from the highly successful first fifty years, which were celebrated in Sasol’s golden jubilee year of 2000, the Group is embarking on a “new” fifty years of further growth and expansion.

The Group is rich in cultural diversity and interacts with a wide spectrum of stakeholders. Accordingly, Sasol recognises the need to advance its image and reputation both in South Africa and abroad.

The new corporate identity gives outward expression to cultural changes and business priorities that are necessary for the Group to assume its rightful place as a respected global enterprise. Sasol wishes to portray an image that is simultaneously cohesive, responsible, concerned, trustworthy, entrepreneurial and innovative. It aims to convey an ethos of service reliability, technological strength, environmental responsibility and respect for human dignity.

The striking new identity includes a ‘positioning statement’ that is both directional and motivational.

The new logo and positioning statement have been subjected to comprehensive market research and have emerged as highly desirable for Sasol. To respondents, they conveyed a sense of dynamism, chemistry, vision, technological strength, youthfulness and commitment.