Sahara Foundation unveils new brand identity

Sahara Group Foundation, the social sustainability vehicle for leading energy and infrastructure
conglomerate, Sahara Group, has unveiled its refreshed brand identity to reinforce its
commitment to promoting access to energy and sustainable environments.
The unveiling event at Sahara Group’s office in Ikoyi, Lagos Nigeria, included the introduction of
the Foundation’s refreshed logo, impact focus, and website.
The event also served as a formal introduction of the Sahara Group Foundation’s new director,
Ejiro Gray, who in December 2022 assumed the role of Director, Sahara Group Foundation; in
addition to her role as Director, Sustainability and Governance, Sahara Group.
Executive Director, Sahara Group, Ade Odunsi also a Trustee of the Foundation and Executive
Director, Moroti Adedoyin-Adeyinka expressed delight at the transformation of the Foundation
since it was established. “We are privileged to have been given the platform to serve and
Sahara Group Foundation has always been the rallying point for all employees and our
businesses to touch lives responsibly. We sure are delighted that we can now move our impact
further as we pursue the overarching aspiration of building sustainable societies,” Odunsi said.
Speaking on the Foundation’s refreshed brand identity, Gray said, ‘’The Sahara Group has
undergone some significant business expansion over the years, and in the same vein, has
repositioned to better serve and create commensurate impact through our corporate
Foundation. As such, this refresh allows us to reinforce our mission clearly and enhance the
impact of our projects and interventions”.

Gray said Sahara Group Foundation, which has positively impacted over two million
beneficiaries since inception, has streamlined its activities to foster greater impact and more
sustainable outcomes. “Sahara Group Foundation epitomizes everything Sahara Group stands
for, serving and making a difference responsibly. We are looking to scale our impact and reach
to benefit more individuals, communities, social innovators and small businesses. This brand

identity refresh is a perfect springboard for giving wings to our corporate and shared
aspirations across our locations,” she said.
According to Bethel Obioma, Head, Corporate Affairs and Communications, Sahara Group, the
new logo represents the commitment of Sahara to building sustainable societies. “The hands
holding up the globe represent the global Sahara community, partnerships and collaboration
with sundry regional and global institutions and communities to build a world that is equitable
and sustainable,” he said.
“The globe highlights the signature Sahara Energy burst which reflects our relentless efforts
towards closing the energy gap and increasing access to clean energy across the globe. It also
signifies our mission to replicate our essence of ‘Making A Difference Responsibly’ everywhere
we operate, leaving no one behind,” he added.
Unveiled through an electronic video footage featuring the combination of the elements and
vibrant splash of colours to produce the imposing logo, the new brand identity of Sahara Group
Foundation is expected to inspire endless possibilities across the energy conglomerate’s
locations in Africa, Asia, Europe and the Middle East.
Some of the projects of Sahara Group Foundation include the Sahara Impact Fund, the Sahara
Investment Readiness Klinic, the Sahara STEAMers programme, the Go-Recycling project in
partnership with LSETF and Wecyclers, and the Sahara Group Foundation Police stations and
health care facilities solar power projects – all targeted at helping to impact and improve lives
and livelihoods significantly.