Driven by innovation, Sasol is an international integrated energy and chemicals company that provides alternative fuel technology and sustainable energy solutions across the globe.
National brand identity
The brand logic behind the identity is based on the fact that all core Sasol products are built around a Hydrogen Carbon atom combination. In addition, the six atoms represent their six business and products units.
The icon and type work together, conveying an identity rooted in the spirit of the pioneer.
The Sasol wordmark was crafted by hand, and pays homage to both the preceding brand and the concept of new technology.
National brand identity:
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 detailed nature of the identity is controlled by a supporting clean white framework.
Sasol actively engages in sponsorship in both rally and track motorsports.
The blue and white brand colours are used extensively in signage and in environmental feature design, aiding standout and recognition.
Sasol has a large fleet of all types of vehicles. Guidelines were produced for all shapes and sizes.
Revolutionary branding for a multinational energy business
Full global re-brand of Petrochemical engineering company, from core level of conceptual design, through to the adaptation of the identity to the required business units. The delivery was to include the design of virtually every business touch point: Corporate communications, advertising, signage, livery and a raft of other deliverables all wrapped up in a 260 page brand guideline kit.
The molecular structure represents a company engaged in petrochemicals and energy.
Firedog’s Creative Director, Clifford Boobyer, was the creative lead on this global re-branding project and was the designer responsible for creating this identity prior to starting Firedog Design. The new high-tech symbol created by Cliff reflects their core business. Its molecular structure represents a company engaged in petrochemicals and energy. The central sphere denotes stability with six rotating satellites suggesting strength through synergy. Its visual power will allow it over time to become a stand-alone icon without the need for typography to support it.
The new branding was applied across 27 Companies and divisions within the Group. It has been extremely well received by the marketplace and the design was awarded an international design award.
Sasol, reaching new frontiers and the molecule device are registered trade marks of the Sasol Group of Companies. All rights are reserved.