Safaricom Undergoes brand Repositioning with a New Logo and Tagline to go with it

new logo, who dis?


Safaricom Limited on Saturday night, at an all-white invite-only party, officially ditched their long-time tagline “the better option” for a more subtle one, “Twaweza”. Alongside the new tagline, came a new logo. Not new-new, but still new. I hope you understand me.

Speaking at the event, Safaricom’s CEO, Bob Collymore said that they are now focused on building a more human network that leverages the strength of their talent. He added, “We [Safaricom] are calling the spirit, Twaweza, and simply it means that we believe when we come together, great things happen.”

Bob Collymore, Safaricom CEO

With the new changes, Safaricom is repositioning itself from a telecommunications brand to a “digital lifestyle enabler” (whatever that means).

According to Safaricom, the new brand position seeks to connect Kenyans to each other and also connect them to knowledge and information in a bid to democratize technology to bring out the best of their trademark resourcefulness, creativity and enterprising spirit.

“Safaricom’s future is intimately tied to the future of Kenya and we want to work alongside Kenyans to meet their dreams and aspirations and their wildest imaginings,” Said Bob Collymore.

Safaricom has over 28 million subscribers and it hopes that it will become a helping hand to Kenyans who want to use technology to realize their dream.


  1. I think the tagline was fine with the previous logo. Hapa hii ya Kiwi.

    Being a digitally litereate company, an on-line voting would have given them a perception if logo change was really necessary – because twaweza ku-vote.

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