The Government Institutions Pension Fund (GIPF) unveiled its new corporate logo and brand in its institutional transition endeavour, last week.
At the press conference, GIPF Chief Executive Officer, David Nuyoma said the process started with launching a new corporate identity starting with the replacing of its old logo which has been the hallmark of its operations since inception.
“We have carried out a scientific evaluation of our existing brand to establish stakeholders’ collective perceptions regarding the fund’s mandate. The results were interesting and on that basis we acted on these scientific recommendations to rebrand the institution,” said Nuyoma.
He said the new identity reflects what the Fund has achieved over the past 25 years of its existence, and this reflection provides the context in which its new corporate journey should be placed.
Nuyoma noted numerous investment returns that have been recorded such as, for the period ending August 20 14, the Fund’s assets under management stood at N$ 81 billion from the initial N$ 800 million recorded at inception.
“The Fund now manages assets of the size of approximate to 60% of our national GDP. And as a national safety net of many households, the Fund’s benefit payroll stands at 1.5 billion per annum, providing a financial back-up to a number of beneficiaries and pensioners countrywide.
He said the Fund’s evolution in character and embarking on this new corporate identify is a process that began over a year ago founded on the notion that the Fund has transformed from the initial concept of a family benefit scheme to a player in the national economy.
“The board of Trustees realized that there was great mismatch between the existing brand and strategic posture of the institution. So the institution has gone through many transformations in terms of strategic direction, leadership, product offering and market positioning.
Apart from the visual elements, the brand revamping includes an internal culture change program geared to align the brand promise of the organisation.
He said the revamped corporate brand will build a sense of corporate confidence and pride, and will influence positive thinking among the Fund’s stakeholders.