TransNamib re-branding strategy begins with launch of new logo

By Francios Lottering

WINDHOEK, APRIL 25 – Railway company TransNamib yesterday introduced their new image at the railway station here in Windhoek. The new logo designed by TransNamib Creative Designer, Deon Villas was officially launched and introduced to the public and other role players in the transport sector by the Minister of Works and Transport, John Mutorwa.

Mutorwa said he was informed by the Management of TranNamib that they realigned it’s strategy to focus on the road to rail strategy as part of their business plan to double their volumes to increase their revenue.

Mutorwa also said as transport minister he strongly recommends to move bulk and heavy freight from the roads to the railways when it comes to long distance transport, and he wholeheartedly support the national carrier’s “road to rail” strategy by TransNamib.

He also believes that commitment toward railways could expedite the implementation of proper logistics infrastructures, thereby conveniently positioning Namibia as the logistics hub in the SADC region.

New TransNamib Logo that was designed in-house by Deon Villas, TransNamib’s Creative Designer

Mutorwa reaffirmed that Namibia is not living in isolation, and is part of a bigger jigsaw puzzle that constitutes other key pieces such as various regional and continental bodies like the SADC, South African Customs Union (SACU), and African Union ( AU).

He called on the railway service to restore customer confidence by delivering goods on time as the ultimate success of the country’s economy depends on an efficient railway infrastructure and system.

Meanwhile Chief Executive Officer, Johny Smith, said they faced various challenges over the past few years, but they recently started to embark on a process to transform the company to create more shareholder value in the long term.

“The entity faced various obstacles and the negative perceptions out there about TransNamib is not fantastic,” Smith said.

And thus TransNamib decided to change the long overdue perception about their image by means of developing a new brand strategy to combat those perceptions with real information over a period of time.

To substantiate his remarks Smith shared some statistics about some of the achievements over the past year.

“We have seen a growth of about 8% in freight volumes and about 7% growth in revenue over the past year which is the best in ten years and therefore we ( TransNamib ) need to build on this growth going forward” he said.

                                  CEO of TransNamib Johny Smith

Though the figures are still insignificant in terms of still what has to be done at the railway service, Smith said he was confident it was the beginning of a new era.

The new brand is to build the their future and create value for its shareholders, economy and country Smith informed the guests.

“ From and external stakeholder perspective, we will use the brand to build new confidence, trust and value our customers in the company,” Smith said.

The new brand was developed in-house by the Creative Designer of TransNamib, Deon Villas, thus saving his company money.

Hon John Mutorwa with Deon Villas, Creative Designer from Transnamib that designed the new logo.

Before the new logo was unveiled, the old TransNamib flag was lowered, and signed by the various industry stakeholders, among them Minister Mutorwa. The flag will be on display in the TransNamib Museum that is located at the railway station.

The museum is home to the relics of the rail history dating back to the mid 1890’s.