TAKE A LOOK | PEP's new logo looks completely different
- PEP has introduced a new logo, which is a big change.
- It has embraced a different shade of blue, and a new yellow half circle.
- The new branding will be adopted over the next few years.
- For more articles, go to www.BusinessInsider.co.za.
PEP has a new logo, which is an almost complete departure from its previous branding.
The new logo adopts a different shade of blue, and features a yellow half-circle.
According to the company, the half-circle is known as the "PEP tab".
"Inspired by a tab in the digital world which gives access to more
content, the TAB will be used to showcase "the much more" on offer at
PEP...more of the lowest prices, more everyday convenience, more stores, more
smiles, more trusted quality, more amazing products and services," a spokesperson said.
The 55-year old company is Africa's largest single brand clothing retailer, and its new branding will be rolled out across its more than 2,350 stores. The company says it will take “several years” to complete the rebranding.
“This is much more than just a logo change, it’s a bold statement of our confidence in the future of PEP and of the country,” says CEO Jaap Hamman.
“We’ve been talking to our remarkable customers, looking at our market, improving our positioning of lowest prices and significantly evolving the way we do things. We’re now in a position to confidently communicate the changes PEP has made, over many years, in a relevant and contemporary way.”
The company says the changes will be implemented in "a phased and responsible manner through the re-allocation of existing budgets".
Pepkor, owner of PEP along with Ackermans, reported that sales for the nine months to end-June was down 1.5% to R52 billion. The embattled Steinhoff holds a majority stake in its owner Pepkor.
In recent years, Game, Absa and Cell C also announced logo changes.
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