Transnet rebrand
Recognised as the dominant player in the Southern African transport and logistics arena, state-owned Transnet unveiled their new corporate identity on Monday, which includes a new logo and pay-off line: "Delivering on our commitment to you".
This concludes their structural transformation which began in 2004. The new Transnet is made up of the following 5 operating divisions: Transnet Freight Rail (formerly Spoornet), Transnet National Ports Authority (formerly the NPA), Transnet Port Terminals (formerly SAPO), Transnet Pipelines (formerly Petronet) and Transnet Rail Engineering (formerly Transwerk).
Via Marketingweb:
It was felt that the new look should resonate with the local and international manufacturing and industrial communities, and that it should present Transnet as a global South African brand.
Group CEO Maria Ramos described the new brand as fresh, vibrant, unique and as something that the company's staff could rally around and be proud of.
The new logo moves away from the traditional blue swapping that for green and red.
It was designed by Brand Leadership, who are also responsible for the Gautrain and UNISA brands, among others.
The whole strategy is said to have cost the company "just over R3-million" so far.
The more I look at it, the more I see a raised 3D "T" instead of the two flat polygons that are apparent on first glance, and I like how these shapes work in either instance to create the T. I also see arrow shapes, which nicely convey what Transnet is all about. But of course, it could all be completely abstract (London 2012), so who knows. The mark is an improvement over the old one, at least.
On the other hand, I feel that the treatment of the logo type is a little weak - in particular the proportion relative to the mark - and doesn't serve to differentiate enough between the different divisions. Especially at the sizes that have been used on their website. I wonder if keeping the dimensions of the logo similar to the square majority of those already in use was a deciding factor, which might explain the disconnected placement of the division names.
Read more via BizCommunity, business.iafrica.com or on the redesigned Transnet website.
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11 Comments
Dude, I think I still prefer the old images, apart from the SA Ports Authority one.
I must admit, when I first saw it, I thought someone had forgotten to align the “Transnet” correctly. It, along with the division names, all look misplaced to me and I feel the urge to nudge them around. I do quite like the icon though and it’s nice to see them be a little “daring” in their colour choice.
trouble is also spelt with a t…
I see what Lorissa means with wanting to move the Transnet around. But after a second look I can see how the angle on the big T aligns with the A in the word above. Very subtle, maybe to much but I do think it holds up.
Very subtle, nicely spotted Brad!
I agree with Brad – but suspect that if the logotype was about 10% larger the implicit diagonal of the corners of the red ‘chevron’ could line up with the extremities of the first T while keeping the opposing alignment with the A, but that would make the icon relatively smaller and create more problems for the aditional text. It’s definitely growing on me though
The change in logo and the Corporate Identity is likely to cause a great change mostly positive change in the company’s sale.
As far as the change in Transnet is concerned, i think the logo is too simple (yet OK) but i love the use of “T” in the name “Transnet”
A mi me gusta tu trabajo muy bien. Creo que cambie un poco los positiones de la marka. Pero esta bien :-)
I prefer the old one tbh, I couldn’t see the T until you pointed it out :)
If Brand Leadership did Unisa and Gautrain.. what on earth happened here? I’m disappointed #fail.. #a-bad-logo-gone-worse!
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25 July 2007
your name/alias06:30 pm
$3 million, shoot I’d have done it for $1 million!