TRAC rebrands its corporate identity
The process of rebranding started in 2020 for TRAC.
Trans African Concessions (TRAC) has rebranded and recently unveiled its new corporate identity.
In a statement by TRAC, it said the rebranding process began in 2020 in an effort to evolve the brand and bring it in line with its current and future prospects.
After 23 years as the concessionaire of the Maputo Corridor, the rebranding gives TRAC a more contemporary and relevant identity as it heads towards the last seven years of its concession contract.
TRAC CEO Alex van Niekerk had said in the statement that both TRAC and the N4 route have experienced tremendous growth since 1997 when the company was named the preferred bidder to manage the international corridor.
ALSO READ: Storm causes widespread damage to Mbombela, leaves several families without roofs
“Since the inception of the public-private partnership between our company, Sanral and the ANE, TRAC has developed the N4 in line with the highest of world standards,” he said.
“We are the only transborder concession in southern Africa and are fully committed to continuously growing and improving our services to road users. This goes hand in hand with our rebrand,” he said.
The statement added that while this rebrand is neither about changing the company’s core business and services nor its vision and principles, it was essential to invigorate what the company already offers while celebrating all it has accomplished to date.
ALSO READ: Commemorating our rhinos and those who protect them
“We believe that our brand evolution will allow us to communicate our level of expertise, commitment and excellence better.,” said Van Niekerk.
“This new phase in TRAC’s journey was inspired by contemporary design and community connections. It was founded on our mission to build, develop and evolve progressively, and we are confident it will position us to take this collective vision well into the future,” he said.
TRAC’s communication’s manager Solange Soares said the company’s brand refresh will be rolled out in phases along the route. The initial on e has already begun with the unveiling of the new logo and corporate colours at the start of October.
