SASOL CI MANUALTHE SASOL BRANDThe importance of looking after the Sasol brandAt Sasol, we are a company committed to excellence in all we do; a companythat employs more than 32 400 people in 3 7 countries; an internationalcompany with roots that are deeply embedded in o ur South African heritage.Our company’s strength doesn’t only lie inthe value we are currently delivering to ourmany stakeholders, it is also dependent onthe value we are creating now, for Sasol’ssustainable future. Just as our companyis always evolving, so must our brand.Importance of our Sasol brandThe role of this guideThe Sasol brand is about more than justa shade of blue or a molecule on a page.It’s a promise, it’s our personality andit allows people to understand who weare, what we do and why we do it.Our brand embodies everything wedo. It is a living thing. It is influencedby the environments within which itoperates and by the people with whomit communicates. Our brand is theembodiment of our ability to remain agile,innovative and always relevant, in order tothrive in the challenging and competitiveenvironments in which we operate.Our brand comprises everything wedo – our culture, values, interactions,perceptions, realities, design. From theway we collaborate with our customer,to how we answer the phone and shareinformation. Every element workstogether to create one Sasol brand.This guide represents our S asol brand.It defines how we see our brand andhow we would like it to be seen andexperienced by those outside our company.Its aim is not to restrict our brand withunbending rules but, rather, to createa consistent brand that has flexibilitywithin defined parameters. Consistency isimportant to help maintain the integrityof our Sasol brand in a credible andprofessional way. When our identitylacks consistency, our image suffers.People don’t observe brands from adistance. Once they get to know a brandand start interacting with that brandon a regular basis, they start to expecta certain quality of behaviour from thatbrand. If the brand “behaves” in a waythat people feel is inconsistent withtheir understanding of the brand, thecompany’s image may be damaged. Thisis why the cornerstones of branding mustbe: consistency, clarity and confidence.The elements outlined within this guidemake up our company’s visual identity andtone, representing who we a re and whatwe stand for. They are the face we presentto the world. While consistency remainsour watchword, our brand is a part of allof us at Sasol, and the Brand team looksforward to working with you, to bring thisbrand to life in all areas of our business.ConsistencyConsistency allowspeople to understandwhat we stand for and totrust how we will behave.ClarityClarity helps make usunderstood so we aren’tconfusing or vague.ConfidenceConfidence inspires trust.4
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