Safaricom Rebranding their Brand Identity
The design has always been an essential aspect of Safaricom’s business model.
In order for the company to be successful, the design of their digital platform and their website both had to be flawless.
To this end, the Safaricom logo has played an important role in the company’s design. It has served as the thumbnail for the Safaricom app and is also displayed throughout the app and the website itself.
In recent years, Safaricom has embarked on e-commerce with Masoko which has taken the market by storm, giving rise to a number of truly revolutionary businesses.
While a number of companies have cashed in on this trend, Masoko has unlocked the untapped e-commerce market in Kenya by connecting consumers, merchants and vendors to each other using a powerful online portal.
The amount of success Safaricom has been able to achieve in their short history is remarkable, and in this article, we’ll take a closer look at the origins of Safaricom as well as the role their logo has played in the company’s historic success.
Brief History of Safaricom
Safaricom journey with a view to Transform Lives began in 2000. Safaricom listed as a Kenyan mobile network operator with the headquartered at Safaricom House in Nairobi, Kenya.
It is the largest telecommunications in Kenya, and the most profitable company in the East and Central African region.
Safaricom is one of a small group of about 400 companies across Africa whose annual revenues are more than $1 billion. Many of these companies are pan-African in their operations and are active in increasingly diverse sectors.
The company offers mobile telephony, mobile money transfer, consumer electronics, e-commerce, cloud computing, data, music streaming, and fibre optic services.
It is most renown as the home of MPESA, a mobile banking SMS-based service.
M-PESA has helped more refugees access food, through a product known as Chakula Chap Chap. In the camps of Kakuma and Dadaab, M-PESA has restored dignity to thousands of refugees. Through a partnership with the World Food Programme, Safaricom has leveraging
The program has reduced the cost of distributing relief aid, creating employment and business opportunities for people in refugee camps.
In 2007, “Simu ya Jamii” innovation was introduced in Kenya that allowed people to earn money from operating small, mobile pay phones.
Safaricom seeks to create opportunities for Kenyans to be a part of our growth story by empowering them with the right tools for economic growth.
Today Safaricom invest in a unique way of doing business through the purpose; ‘Transform Lives’. Safaricom Twaweza aims to solidify our connection with customers and transform communities across the country.
In 2005, when the company was still Safaricom and dabbed “Your Better Option” they unveiled a logo that featured a white swash with a red spot along the slash that was across the entire typeface “Safaricom with the company’s slogan below the logo.
The typeface was changed when the company dropped the better option and the color swatch to red across the entire word “Safaricom”. Compared with the previous type of logo which was mostly used on the Safaricom green background the rebranded logo could work on a white background.
This was the first major overhaul of the brand. The new logo ditched the bright red swatch and bold letters. The goal for this redesign as presumed was to make the Safaricom logo look more modern and appealing – both themes that Safaricom tries to touch on in their marketing.
For several years, this logo remained the one in use by Safaricom and it became widely recognized across Kenya and the surrounding regions that they were operational.
In 2017, though, the Safaricom logo underwent another major overhaul, this time having the red swatch cover the “S” and the company typeface made bolder. The logo also added “Twaweza” and the bottom right. This change also came with the change of the colour pallet having the deep green among the colour scheme.
Some described the new logo as bizarre, yet there is a lot of meaningful elements to its design that really convey the type of company that Safaricom aims to be achieving.
Design Elements of the Safaricom Logo
The new Safaricom logo features the red swatch on the “S” with the entire typeface “Safaricom” being a single entity.
The swatch which has been the common element in their entire rebranding process is said to have been with the connecting people through their network.
With the revamp of the logo, this made it easy for Safaricom to have an icon that could be used when resized, that is the “S” and the red swatch.
The colour scheme of the Safaricom logo still reflects many of the same themes as previous iterations, using crisp red and dark green to convey a message of nature as well as futuristic technology.
Safaricom new logo is said to be the reflection where we’re headed together and the possibility thereof.
There’s little doubt that the new Safaricom logo will play a huge role in the company’s branding and marketing, which is why Safaricom has worked so hard to make the design elements of the logo reflective of the company’s message and their approach.
The New Safaricom Logo
For a long time, Safaricom has had an in house team of developers and designers who have worked in ensuring the brand communication and visual work are seamless.
The new visual identity was designed by their in-house design team. With the new logo designed to represent Safaricom’s embracing “Twaweza” a Swahili word meaning Yes We Can.
While the latest Safaricom logo is still relatively new, the company is already investing a lot in it. Most of the wall painting and billboard release has been done that made the public aware of the Safaricom rebranding.
In summary, Safaricom as a company is determined for the growth and this has been communicated in their mission.
Part of their challenge, then, is to remain relevant in conveying that mission and message to their customers, and the design of their logo is one of the tools they are using to accomplish this task.
It’ll be exciting to see what Safaricom is able to accomplish in the coming years and equally exciting to see how the company continues to use their logo and their eye for attractive, meaningful design to push Safaricom forward.