South African gold refinery Rand Refinery has relaunched its brand and corporate identity in line with the organisation’s new growth and diversification strategy which is aimed at expanding into new regions, most notably Asia and Western Europe, while expanding its product portfolio.
As part of its rebranding exercise, Rand Refinery has replaced its longstanding springbok logo with an emblem representing a crucible pouring molten ore.
The refinery is the largest single-site gold refining and smelting complex in the world, having refined more than 50 000 t of gold since 1921, nearly one third of all gold ever mined.
Having been active in the African refinery industry for 90 years, the company has focused on extending its footprint throughout Africa in the past 15 years. The organisation believes that this experience serves as an ideal launch pad into a diverse international arena, and is currently making progress on the Asian continent while also looking to Europe, India, and the US to grow its markets.
“The refinery’s achievements have afforded it the distinction of being the only London Bullion Market Association- (LBMA-) accredited precious metals refinery and fabricator in Africa,” says Rand Refinery CE Craig Howard.
The refinery was also appointed one of only five international LBMA referees, according it the authority to adjudicate on global metal content disputes between other refineries and their customers.
“Even though our emblem has evolved, our DNA remains the same. Our partners and customers can expect the same expertise they’ve received from our organisation over the past 90 years,” says Howard.