Business
Dangote Rebrands, Promises Better Performance
Dangote Group has unveiled a new identity. At a colourful event in Lagos recently, the conglomerate launched its new logo to mark the “beginning of a paradigm shift, a big step towards presenting a global brand,” according to the president of the group, Alhaji Aliko Dangote, who was represented by the Chief Operating Officer of Dangote Cement, Engineer Joseph Makanju. “We are proud to launch a new logo, which is aimed at giving us a new and refreshing outlook. We are determined to be a leading employer of labour not only in Nigeria but in sub-Saharan Africa”, Dangote said. The Group Managing Director of Dangote Cement, who gave the opening address, Mr Knut Ulvmoen, said the new identity became necessary to reflect the group’s international status, as its operations spread beyond Nigeria. “We are here today to celebrate the facelift of Dangote Group. The new will carry the group to more strength and people will respect it,” he said. The Chief Marketing and Communications Officer of the Group, Folake Animumuney, while enumerating what Dangote represents and reasons for the new logo, He 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 of personality of the brand. This new identity can help us stand out in the crowded global market, deliver a distinctive experience to every customer and build even a stronger business”.
She said while the new logo reflects changes, it still retained a lot of the group’s heritage. The new logo retains the iconic eagle symbol, which Dangote say represents strength, vision, and dynamism; a red blaze or horizon, which stands for rebirth and breakthrough; while the name Dangote, in royal blue, shows the group’s humanism, care, and royalty. Dangote is a producer of household commodities, and its subsidiaries include: Dangote Sugar, Dangote Pasta, Dangote Flour, Dangote Sacks, among others. The group has operation in the 36 states in the country and some African countries.