The Council for Scientific and Industrial Research (CSIR), an entity of the Department of Science and Innovation, has unveiled a refreshed brand and positioning statement as part of its strategy to intensify its impact on society.
Recently adopted by the organisation, the strategy is aimed at amplifying the ‘I’ in ‘CSIR’, to intensify its focus on industrial development and a more aggressive quest for impact, in keeping with the organisation’s mandate to improve the quality of life of all the people of South Africa.
In a rigorous journey that unfolded over the past two years, the CSIR has worked with its stakeholders to define a new vision for itself, guiding how the organisation must fulfil its mandate in the context of South Africa’s current challenges.
The CSIR’s refreshed brand amplifies the ‘I’ in ”CSIR”, which stands for “industrial” to ensure that the organisation supports and makes a greater impact on the development and sustainability of industries and the South African economy.
Speaking at the launch of the new brand, CSIR CEO Dr Thulani Dlamini said the organisation’s refreshed brand was in keeping with the nature of the CSIR as South Africa’s key multi-disciplinary organisation, mandated with driving scientific and industrial development, as well as the urgency with which the organisation must respond to the country’s challenges.
The CSIR’s vision is supported by a new mission, objectives and values, which are the building blocks of the refreshed CSIR brand.
“The refreshed CSIR brand reflects our strategic intent of ensuring the equal importance of industrial and scientific development in our innovation portfolio. The human figures in our logo symbolise the value of being a people-centered organisation and the commitment to improving the quality of life of South Africans. The tilted circle symbolises collaboration, strength, resilience and the continuity of the CSIR’s research. The colours of the South African flag symbolise prosperity, diversity and unity, and show the CSIR’s patriotism,” Dlamini explained.
Dlamini revealed that the new positioning statement is ‘Touching lives through innovation’, which asserts that the impact of the CSIR’s work must be felt by people through touching their lives and improving them for a better future. “Our vision simply states that we are accelerators of socio-economic prosperity in South Africa through leading innovation,” he said.
The chairperson of the CSIR Board, Professor Thokozani Majozi, said the organisation was thus expected to be a dependable partner to the government and that the CSIR board was fully supporting the new strategic trajectory.
“The new strategy enables the organisation to look at its scientific and technological capabilities from a fresh perspective. In particular, it prompts us to engage with industry on its needs, in order to provide tangible and innovative solutions that seek to improve its competitive edge; this will ultimately contribute positively to our economy. The refreshed brand gives equal emphasis to scientific and industrial development, as articulated in our mandate,” said Prof Majozi.
The CSIR chairperson also observed that one of the few constants in the 75-year history of the CSIR was the awareness of, and commitment to, the value that science and technology added to the development of the country.
“The CSIR is an exceptional organisation and our unique multi-disciplinary capability, as well as the focus on making an impact in improving the quality of lives of South Africans, is our steadfast pursuit. The CSIR is a well governed institution that continuously strengthens its capabilities to support a capable state,” said Prof Majozi.