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Brand Identity

Sasol

Revolutionary branding for a multinational energy business.

Driven by innovation, Sasol is an international integrated energy and chemicals company that provides alternative fuel technology and sustainable energy solutions across the globe. Our work for Sasol included brand identity, design for print, guidelines and support for a multi-national roll out.

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Sasol, although a massive multinational, has its origins in South Africa. Turn the TV channel to any international rugby game and you will see their sponsorship emblazoned across the South African kit.
Sasol, although a massive multinational, has its origins in South Africa. Turn the TV channel to any international rugby game and you will see their sponsorship emblazoned across the South African kit.

The molecular structure represents a company engaged in petrochemicals and energy.

Firedog’s Creative Director Clifford Boobyer, was involved in the re-brand of international Petrochemical engineering giant, Sasol, from the design and adaptation of the identity, across several business units including Corporate communications and advertising, signage, livery and a raft of other deliverables, culminating in 260 pages of brand guidelines.

Sector Spotlight

Energy & Industry

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The blue and white brand colours are used extensively in signage and in environmental feature design, aiding standout and recognition.
The blue and white brand colours are used extensively in signage and in environmental feature design, aiding standout and recognition.

Expertise Spotlight

The artwork mirrors the brand values and thus gels incredibly well within the enviromental office design.

Integrated Branding

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The new branding was applied across 27 Companies and divisions within the Group.

The concept and design process was created by Clive Gay, Trademark Design’s Brand Architect and CEO. Clifford Boobyer, then Senior Designer with Trademark’s London Office assisted in the design, production and roll out of the project. The mark is symbolised by six rotating molecules representative of the core business of the six operating divisions of the Corporation. The nemonic, over time has become a stand-alone icon. The re-branding was applied across 36 countries and divisions within the Group and achieved the highest accolade, Best Industrial Identity ”Global Creativity Award”, in New York.

Sasol, reaching new frontiers and the molecule device are registered trade marks of the Sasol Group of Companies. All rights are reserved.
Sasol has a large fleet of all types of vehicles. Guidelines were produced for all shapes and sizes.
Sasol has a large fleet of all types of vehicles. Guidelines were produced for all shapes and sizes.

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