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.

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.

We created a full global re-brand of international Petrochemical engineering company, Sasol, 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 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.

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

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.
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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