Cell C yesterday launched a new brand identity, as it repositions itself to focus in the consumer market.

Launching the new identity, CEO Lars Reichelt says that change is good – and it's needed – which is why Cell C is re-inventing itself in the local market.
The name, Cell C, remains unchanged but a new logo reflects the company's focus on the customer and seeks to embody its values of simplicity, innovation, inspiration, fiarness and with a smile.
The company also launched its new vision: "We understand the way of life of our customers better than anyone else and tailor solutions around them (with partners) to enhance their lifestyle and improve livelihoods".
The logo includes a six-colour bar that represents the South African flag.
"Our mandate is to work well in South Africa," says Reichelt. "So we are using the colours of the flag to embody our brand identity."
Cell C is busy rebranding 110 stores countrywide, an exercise that is expected to be completed by the weekend.
The new tagline "The power is in your hands" is intended to convey the experience that consumers will enjoy with the roll-out of the new network, Reichelt says.
The company has also partnered with comedian Trevor Noah to highlight its willingness to listen to customers and attempt to resolve their issues.