Holcim (Ltd.) Switzerland, previously known as ‘Holderbank’, one of the largest cement companies in the world with operations in over 70 countries, has been a majority shareholder in Alpha (Pty) Ltd for many years. Recently, Holcim decided to embark on an international branding exercise, which requires all companies under their control to conform to the Holcim Corporate Identity.

In line with this decision and conviction that the adoption of an international brand will in the longer term benefit customers employees and shareholders, Alpha (Pty) Limited changed their name to Holcim (South Africa) (Pty) Limited as from February this year. This change in no way affects the 46% shareholding of Aveng Limited, their South African shareholder.

One of the most visible changes associated with this new identity is the livery of the cement and readymix vehicles. For a while, they will adopt a strategy of co-branding at product level.

To support this strategy the vehicles will, apart from being painted white and having the Holcim logo on the body of the vehicle, still show the Alpha logo on the doors.

This co-branding is designed to assist the public and customers to recognise the change and to associate Holcim with Alpha.