Firedog deliverables:> Branding • Design
for print • Multi-national rollout
Who is the client?
Sasol,
a southern hemisphere petrochemical giant with large interests
in cleaner fuels.
What was the brief?
Full
global re-brand from core level of conceptual design, through
to the adaptation of the identity to the required business
units.
What was Firedog's solution?
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.
