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New logo, colour: What does it signify in Dangote brand

By  Princewill Ekwujuru
The Dangote Group penultimate week wore a new look, giving its entire business a refreshing look, verve and strength, all skewed towards retaining its position in the conglomerate market.

But questions may still arise as to what does these mean to the company and its customers. The new look logo from experts opinions demonstrates the visual communication artistry of the company.

However, the new logo does not deviate from the original symbol of an Eagle mounting on the red blaze; represents strength, focus, elegance, clear vision and dynamism of the Dangote Group; The company all so retained the red blaze, a half  moon like horizon; which adds brightness to the blue eagle and the name Dangote, the red in another sense stands for re-birth, breakthrough, indicating the Group’s emergence to the world stage: Dangote inscribed in blue,coming under the red blaze, is bolder than the previous, and  represents royalty, and symbolises credibility, humanism, and care.

Conversely, since the Group’s inception, it has experienced growth resulting from the quality of its goods, services and efficiency of its human capital. The Group’s heritage substantiate it’s  philosophy of touching lives everyday as evidenced by its pay off line; Providing Your Basic Needs. Even with the change of their visual identity, Dangote’s commitment to quality products and services still remains the same. This new identity is a reflection of over thirty years of commitment to quality and excellence and a promise of greater things to come.

Dangote Group over13,000 employees, is committed to helping in the fight against poverty and unemployment, and over the years has been the leading business group in Nigeria, in terms of high quality products, promotion of commerce, wealth creation and economic empowerment, employment opportunities and contribution to Nigeria’s Gross Domestic Product.  Speaking, Folake Ani-mumuney, Chief Marketing and Communications Officer of the Group said: “Our new visual identity has been redeveloped and redefined in response to changes both within our business and our industry. The right identity for the business is distinctive and compelling, capturing the values and personality of the brand. This new brand identity can help us stand out in the crowded global market, deliver a distinctive experience to every customer and build even a stronger business.”

Further she said, “the new logo underpins our intention to be recognised as a leading brand in Africa, touching lives in every market we serve. We are undergoing a rebirth which will see us emerging on the African stage. Our heritage speaks for itself and our future is clear. The Dangote Group will be the Pride of Africa.”

In 2003, the Group invested over $1 billion to set up the Obajana Cement plant, the largest in Sub_Saharan Africa.  The plant has a 135 MW captive gas power, a 94_km gas pipeline, a limestone quarry with associated 7.5 km conveyor belt, a 13m high dam with total storage of 5.1 million metric tons and a 328 housing unit. President of the Group, Alhaji Aliko Dangote said: “We are proud to launch a new logo which is aimed at giving us a new and refreshing outlook. We are proud of our achievements over the past 30 years, and we are set for greater challenges in the years to come. We are determined to be a leading employer of labour not only in Nigeria, but in sub Saharan Africa.

“Doing business in Africa is challenging, but our experience has put us in good stead to surmount these challenges, and we are confident that we shall continue to grow and contribute to the well being of the African economy.


Comments expressed here do not reflect the opinions of vanguard newspapers or any employee thereof.