Trademarks

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Sasol

Pieter Cox, Chief Executive Officer and Deputy Chairman, Sasol Group Worldwide. "The uniqueness and visual appeal of the new identity will ensure that Sasol stands proud in the company of other global leaders." Trademark Design created the new Sasol identity and compliance application system. The Company's group structure is symbolised as hydrocarbon molecules orbiting the core electron, and each reflecting as part of the whole. Intellectual capital was retained in the blue tones traditionally associated with Sasol. The new identity expresses the promise of "reaching new frontiers", as an incentive to future progress and an accolade of past achievements. The strategy is to create a mnemonic device to denote the company's technological excellence, has powerful memory recall and was enhanced by dynamic animation. The refined word mark retains its past styling with improved legibility, and replaces the uppercase the "A" with a lowercase "a". Trademark Design's outstanding work in creating a new identity for the giant petro-chemical group Sasol has won the Global Creativity award in New York. Creativity's inaugural international edition, launched in response to demands for a worldwide perspective on the best of corporate identity design, showcases Trademark's re-branding of the international company. Clive Gay, Trademark CEO and design director, the creator of Sasol's new trademark and design system says he is delighted with the award: "The new Sasol identity has proved hugely successful for the prestigious industry leader, immediately gaining recognition both with over 30,000 employees and the global petro-chemical market. Sasol has embraced the identity, with comments such as 'stunning', 'brilliant', 'world-class' and 'inspiring' coming from members of the company. Pieter Cox, Sasol Chief Executive commented: "The uniqueness and visual appeal of the new identity will ensure that Sasol stands proud in the company of other global leaders"..

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