GIPF gears identity towards growth

The Government Institutions Pension of Namibia has undertaken a new corporate identity, therefore changing its focus to reflect its growing need not only to serve its main members, but to grow its scope to serve Namibia as a whole.
Launching the brand, Principal Officer and Chief Executive Officer of the Government Institutions Pension Fund of Namibia (GIPF), David Nuyoma said, “The re-branding of this institution has become overdue and irresistible. The institution has gone through many transformations in terms of strategic direction, leadership, product offering and position to market to mention but a few.”
According to Nuyoma, the re-branding exercise included an internal culture change programme geared to align the brand promise of the organisation to the expectation of employees, customers, and stakeholders, a process that ran the span of year.
Throwing his weight behind the change in corporate identity, Nuyoma added, “We have no doubt that the impact of this revamped corporate brand would build a sense of confidence and pride amongst staff members and will influence positive thinking among the Fund’s [GIPF] stakeholders.”

The re-branding exercise was driven by local advertising agency TBWA/Hunt Lascaris Namibia. Explaining the GIPF’s new brand identity, Lazarus Jacobs, Executive Director Marketing at Paragon Holdings said the new brand image sought to encompass a functional as well as an emotional benefit that would tie in with the overall brand image of the GIPF. The old three persons; father, child and mother logo makes way for a circle that locks in Namibian design elements borrowed from the mining sector in particular the diamond sector with prosper teal theme, the sun’s gold reflected in the national flag and the coastal blue borrowed from the Atlantic Ocean. Explaining the rationale, he said, “The new logo represents continuity. The brand is responsive, empathetic, and a secure guardian. The brand seeks to guard and to grow people, the community and country, tying in with its tag line, ‘To guard, and to grow’.”
Added Nuyoma, “Our institution emerged out of the socio-political transformation process that brought national independence. From a humble beginning, GIPF emerged to be a distinctive social and financial institution that is run in accordance with global standards and that plays a pivotal role in the development of the country.”