Berger Paints unveils new logo for global identity

Berger Paints Nigeria Plc has launched a new logo  in a bold move to reposition the Company for global competitiveness, increase earnings and boost shareholder value.

The soft launch was held  at the firm’s Training Centre Wednesday at  Ikeja, Lagos with  some members of the Company’s  Board of Directors, representatives of the shareholders and senior staff.

The new brand identity stemmed from a comprehensive  market research which revealed that 70 per cent of Berger Paints’ customers were seeking a deeper brand connection. The new logo also came with an improved tagline which read: “Experience your world in colour.”

The Chairman, Abi Ayida explained that the logo change was  consistent with the future that the firm was envisioning.

“Just like everything in life, there is a time when you refresh, modernise and update. It is the same way we do as human beings. I think there is also a natural lifespan in the company’s image and its identity and touchpoint. We have thought long and hard and we are coming out of a difficult recent past globally and a lot has changed. Demography of our stakeholders are changing and we want that updated in a more memorable way. More than anything, we want to reduce the uncertainties.

“Government should create an operating environment that removes uncertainties for manufacturers. This will enable us plan. We want to be able to operate within an environment without huge shocks to the system,”Ayida said.

Speaking on the kind of support they would require from the government, Ayida said a predictable business environment would be the best. He said allowing businesses some form of certainty would help them plan better and penetrate the market much better.

The Managing Director and Chief Executive Officer, Alaba Fagun, revealed that the paint firm was repositioning itself to take over the African market.

“Berger Paints has been in existence for over 60 years. We are at the top of it as a frontline indigenous company. We produce our paints here, we don’t import it. In making our paints, we look at the terrain, the atmosphere and all the different peculiarities you would get in Nigeria to produce our paints.

“We want to be the top paint manufacturing company in Africa, whilst attracting young customers. Our target market has reduced from 60 to 35 years and this brand identity will speak to the market,” said Fagun.

Meanwhile, a shareholder, Shofolahan Joke, representing the Independent Shareholders Association of Nigeria (ISAN) congratulated the firm on the  new logo change.

“I congratulate the management and the board for the new logo we have today. We like the new brand. There has been a great improvement  in the Berger Paints dividend payment as we have been making good profit from its shares,” she said.

The vibrant arcs forming a circle in the logo represent: modern and approachable persona; preserving industry; leadership legacy;  fresh positioning; excellent in client services and innovativeness.