Safaricom is a Kenyan mobile network operator headquartered in Nairobi, founded in 1997. Its visual identity is built around a green wordmark paired with a red curved accent, a combination that has become closely associated with the company across its consumer and mobile money brands.
Design and History
Safaricom’s current logo consists of the company name in green lettering with a red swoosh-like curved element. The mark is used across the company’s corporate brand and is also reflected in its M-PESA mobile money service, which shares the same green and red palette.[1]
In June 2017, Safaricom announced a major brand repositioning, shifting from a telecommunications company to a “digital lifestyle enabler.” The company unveiled a new tagline, “Twaweza,” a Kiswahili phrase meaning “when we come together, great things happen,” alongside a new logo. The new mark was introduced at an all-white themed event at Uhuru Gardens in Nairobi on June 17, 2017.[2][3]
According to Safaricom’s official newsroom, the #Twaweza vision was “embodied in Safaricom’s logo” to imply that the Safaricom community of change makers will continue changing the way people live.[2] The repositioning replaced the company’s long-time tagline “the better option.”[3]
An earlier logo iteration, dated 2008-09, is documented in vector logo archives, indicating that the visual identity has undergone at least one prior refresh before the 2017 update.[4]
Meaning and Symbolism
Safaricom’s official communication ties the logo’s meaning directly to the Twaweza campaign, describing the mark as embodying a collaborative and transformative agenda. The company framed the logo as representing a community of change makers working together to transform lives through technology.[2]
The green and red color scheme is a consistent element of the Safaricom identity. Brand data lists the primary green as “Chateau Green” with the hex code #39B54A.[1] The red swoosh element is also referenced in design work for Safaricom sub-brands, such as the Safaricom Alpha innovation lab identity, which incorporated “Safaricom’s red swoosh” into its final design.[5]
Typography and Design
The Safaricom wordmark uses a custom lettering style that pairs the green logotype with the red curved accent. No official documentation of the specific typeface used in the Safaricom logo has been published by the company. The red swoosh element has been described in design contexts as a distinctive component of the Safaricom brand identity.[5]
In a temporary variation, Safaricom changed its logo from green to grey across its social media channels in July 2019 to honor the late CEO Bob Collymore, who passed away on July 1, 2019.[6]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
