Sasol Ci Manual - Other - Page 4
SASOL CI MANUAL
THE SASOL BRAND
The importance of looking after the Sasol brand
At Sasol, we are a company committed to excellence in all we do; a company
that employs more than 32 400 people in 3
7 countries; an international
company with roots that are deeply embedded in o
ur South African heritage.
Our company’s strength doesn’t only lie in
the value we are currently delivering to our
many stakeholders, it is also dependent on
the value we are creating now, for Sasol’s
sustainable future. Just as our company
is always evolving, so must our brand.
Importance of our Sasol brand
The role of this guide
The Sasol brand is about more than just
a shade of blue or a molecule on a page.
It’s a promise, it’s our personality and
it allows people to understand who we
are, what we do and why we do it.
Our brand embodies everything we
do. It is a living thing. It is influenced
by the environments within which it
operates and by the people with whom
it communicates. Our brand is the
embodiment of our ability to remain agile,
innovative and always relevant, in order to
thrive in the challenging and competitive
environments in which we operate.
Our brand comprises everything we
do – our culture, values, interactions,
perceptions, realities, design. From the
way we collaborate with our customer,
to how we answer the phone and share
information. Every element works
together to create one Sasol brand.
This guide represents our S
asol brand.
It defines how we see our brand and
how we would like it to be seen and
experienced by those outside our company.
Its aim is not to restrict our brand with
unbending rules but, rather, to create
a consistent brand that has flexibility
within defined parameters. Consistency is
important to help maintain the integrity
of our Sasol brand in a credible and
professional way. When our identity
lacks consistency, our image suffers.
People don’t observe brands from a
distance. Once they get to know a brand
and start interacting with that brand
on a regular basis, they start to expect
a certain quality of behaviour from that
brand. If the brand “behaves” in a way
that people feel is inconsistent with
their understanding of the brand, the
company’s image may be damaged. This
is why the cornerstones of branding must
be: consistency, clarity and confidence.
The elements outlined within this guide
make up our company’s visual identity and
tone, representing who we a
re and what
we stand for. They are the face we present
to the world. While consistency remains
our watchword, our brand is a part of all
of us at Sasol, and the Brand team looks
forward to working with you, to bring this
brand to life in all areas of our business.
Consistency
Consistency allows
people to understand
what we stand for and to
trust how we will behave.
Clarity
Clarity helps make us
understood so we aren’t
confusing or vague.
Confidence
Confidence inspires trust.
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