GIPF rebrands to guard and grow

23 Jun 2015 16:20pm
WINDHOEK, 23 JUN (NAMPA) – The Government Institutions Pension Fund (GIPF) announced the rebranding and launch of their new logo in an Annual Stakeholders' Consultative Meeting in the capital on Tuesday.
“We travelled back down memory lane and concluded that it was high time we reviewed our brand to reflect the expanded mandate of the institution,” the Chairperson of the GIPF Board of Trustees, Mihe Gaomab II said.
He explained that GIPF has been through a lot of transformations in terms of strategic direction, leadership, the products offered and position in the market, amongst other things.
The fund’s rebranding also includes an internal programme geared to align the brand-promise of the organisation with what is expected of employees, board members and other stakeholders, Gaomab further added.
The reasons for the rebranding were further outlined in a presentation by GIPF General Manager of Marketing and Corporate Affairs, Elvis Nashilongo.
Nashilongo said the rebranding is being done to improve the national institution’s image and reputation, expand its mandate and market leadership, and change its internal culture of operations.
The rebranding process consists of three phases: brand discovery that involved research; branding distinction that focused on defining position in the market and identity; and implementation, also known as roll-out, that aims to inform the Namibian nation of relevant changes.
Nashilongo explained the pattern of the new GIPF logo.
“It represents the community and togetherness; the finest gems of the country; the golden sun that radiates life and vibrant energy across the country; and a weaving that holds our lives together for a quality future,” he said.
The circular structure of the pattern implies the cycle of life; continuity; nature’s first form of safety; and its completeness as a whole system.
The colours of the logo (gold, blue and green) represent the golden sun of Namibia, the atmosphere of Namibia’s beautiful skies and precious gemstones, and the natural diversity of communities respectively.
“To Guard and To Grow” is GIPF’s motto, which means the GIPF will guard and grow the people, the values, and the communities of Namibia.