Tsogo Sun Holdings' new branding

30 Apr 2012

Tsogo Sun Holdings is consolidating its operating divisions under one name unifying its gaming and hotel interests under the Tsogo Sun brand.

In Gauteng, Tsogo Sun owns the group’s flagship property, Montecasino in Fourways.

It is one of the largest Johannesburg Stock Exchange listed companies in the hotel and tourism sector with a market capitalisation of around R20 billion.

As a leading hotel, gaming and entertainment company in South Africa, it provides a variety of hospitality and leisure experiences through its 13 casinos and 95 hotels in South Africa, Africa, Seychelles and the Middle East.

In Gauteng, Tsogo Sun owns the group’s flagship property, Montecasino in Fourways, Gold Reef City Casino and Theme Park in the south of Johannesburg and Silverstar Casino in Krugersdorp, Suncoast, Durban, Golden Horse Casino, Pietermaritzburg, Blackrock Casino, Newcastle, The Ridge, Witbank, Emnotweni, Nelspruit, Goldfields Casino, Welkom, Hemingways, East London, Queens Casino in Queenstown, The Caledon, Garden Route Casino in Mossel bay and Mykonos Casino in Langebaan.

Rob Collins, chief marketing officer of Tsogo Sun, says the company is embarking on a campaign to correctly profile itself.

“This will enable us to fully leverage and properly position our key intangible assets, namely our brands, under the proudly South African Tsogo Sun brand.”

He explains that Southern Sun, previously the umbrella brand for the hotel division of Tsogo Sun, and Tsogo Sun Gaming, the group’s casino and entertainment division, has been incorporated into the Tsogo Sun identity, unifying the company under one name and logo. 

Southern Sun will remain as a hotel brand for premier hotels within the portfolio of brands.

He says the name Tsogo Sun is unique meaning 'resurrection' or 'new life' – a term that mimics the daily rising of the sun in Setswana.

“In line with the strength of this name, we have developed a group identity that will create a clear understanding of who we are and what we do as a group.”

The new logo, comprising the Tsogo name and the Sunburst insignia taken from the historical Southern Sun logo, visually accentuates the company’s strength, variety, presence and footprint and represents a uniquely African identity that is steeped in heritage, says Collins. – Denise Mhlanga

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