The Ghana Oil Company (GOIL) has outdoored its rejuvenated brand identity at a ceremony held at the company’s new GOIL filling station on the La beach road in Accra last Friday. The new logo, which is represented by a dynamic action denoting “G”, is made from blades of a wind vane in various shades of orange with the inscription “GOIL” and “GOOD ENERGY” written below it in charcoal grey. Management of the company said the corporate colour will remain orange to reflect the goodness of the sun and the energy that it provides. Acting Managing Director of GOIL, Mr. Chris A-Ackumey expressed delight at the culmination exercise which resulted in the refreshing of the company’s brand. “The new identity of GOIL is as a result of the company’s response to well researched consumer insights and I, together with my management team are confident that in creating the sort of image that our stakeholders are proud of, we thus ensure continued demand for the products and services that our employees create,” he said. “GOIL’s vision is to be a world class provider of goods and services in the petroleum and other areas of the energy industry. “The company is looking forward to growing its share of the market by creating a greater affinity for its products and services amongst Ghanaians and visitors alike. In line with this vision, GOIL will remain determined in its drive at providing highly ethical, environmentally friendly and socially responsible business practices, as well as focusing on new technologies that will enhance service delivery.” Mr. Ackumey added. GOIL Board Chairman, Prof. William Asomaning in his address said “the expected result of our rebranding exercise is to offer a better value to our consumers which will in turn provide organic growth, enabling us to provide greater returns to our shareholders as well as be a responsible partner to government’s efforts at developing the nation”. Energy Minister Joe Oteng-Adjei said “I am glad that GOIL, the nation’s premier indigenous oil marketing company has decided to draw on its innovative energies in order to better position its products and services in an increasingly competitive market. Ghana is now a player in the international petroleum market and it is highly appropriate that a Company such as GOIL which is largely owned by the Ghanaian people is able to stake a good claim on the prosperity that our resources will create”. He however cautioned the Management and Staff of Goil, saying: “You may evolve all the best marketing strategies, advertise the best of commercials, but if the Management and Staff of your Company do not shed off their negative attitudes, practices and idiosyncrasies acquired over the years, all your re-branding efforts will come to nothing.”