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In 2001, we launched our new brand identity. Our logo, with its molecular symbol and promise of "reaching new frontiers", was designed to show that Sasol
has become a single global business, as modern as it is diverse.
Sasol's identity owes its inspiration to what is at the core of what Sasol does - chemicals. It suggests the essence of the products, and businesses
working in harmony in order to create something new and dynamic. The central sphere denotes stability, while the six rotating 'business units' suggest a
force greater than the sum of its parts – strength through synergy.
At the same time as the new logo, a set of shared values and brand characteristics were launched to guide everyone on how best to live up to our
brand promise.
The values and brand characteristics are closely linked to each other like two sides of the same coin. The shared values define our beliefs and attitudes internally, while the brand characteristics help to guide and inspire our behaviours so that externally the outside world experiences the Sasol brand
the way we envision it.
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