BPOPF unveils new identity

The country’s largest pension fund, Botswana Public Officers Pension Fund (BPOPF), officially unveiled its new brand identity to key stakeholders at a ceremony held at Gaborone International Convention Centre last week.

The logo, which represents a new era for the Fund, is aligned to its aim of “driving member value”. BPOPF CEO, Boitumelo Molefe, highlighted the new logo as significant to the role the Fund is assuming: “As we move into a new and exciting phase in the life of the Fund, we thought it fitting to create an identity that speaks to the strategic direction that the BPOPF is moving into; a symbol that will be as enduring as the Fund has been… Rebranding is so much more than changing a logo. The process of rebranding takes into consideration the entire organization and the way it is experienced by its members and stakeholders.”

The logo, which is an extension of Botswana’s rich heritage, pride and legacy, is inspired by BPOPF’s mandate to secure dignified retirement for Botswana’s public officers. It evokes value, commitment and stability. While the tagline and logo have changed to better represent what the Fund is today, BPOPF’s value proposition remains the same—to establish long lasting and value-adding relationships with members.

BPOPF Chairman, Carter Morupisi, asserted that in these volatile times in the global economic markets, it is essential for companies to embrace change: “This development is consistent with the number of operational changes we are undergoing. We, as a Fund, see this evolution of our identity as key to this process. In the face of such volatile conditions globally, we continue to weather the storm and stand resolute as a Fund. This would not be possible without your unending contributions and commitment.”