The New Dawn (Monrovia)

19 November 2012

Liberia: LPRC Launches New Brand Image

The Liberia Petroleum Refining Company or LPRC has released a new brand image to the public - an oil drop signifying Liberia's oil and gas industry. The black and gold dot in the middle of the brand represents the premier vision leading to the oil and gas industry here, while the black and gold lines surrounding the oil drop represents the refining flare or flame.

Speaking at program marking the rebranding and honoring ceremony over the weekend, LPRC Managing Director T. Nelson Williams said the achievement is as a result of hard work in strategizing and deriving a new identity for the institution.

He said the new logo is a great expression of the warmth and energy that is part of the LPRC culture, adding that the logo, color scheme and graphic standards that support it, play an important part in conveying the brand.

Mr. Williams boasted that the LPRC has worked for a year to develop its brand strategy, carefully translating it into the entity's new mission, vision and values, as well as the external brand promise, saying "We are now introducing the brand promise through new advertising an updated website, new signs and a 5-year strategic plan."

The LPRC boss noted that his company is different from other governmental institutions because of what it brings on the table. Mr. Williams said the LPRC's mission now is more in alignment with the act that established the entity, and it is committed to providing a positive experience to its clients and stakeholders.

He said to ensure this, the LPRC is developing a strategic initiative that focuses on driving continuous and comprehensive improvement of this experience by engaging the company at every level to expand best practices and institute new process or policies that support the brand promise, and eliminate systems or rules that hinder its success.

He noted that employees' personal growth will form a part of the goal or values, stressing the need for staff training both locally and internationally to produce the best employees that will take over the entity in the near future.

During the ceremony, the pioneer Managing Director of the LPRC, who served from 1979 to 1980, Senator Cletus Wotorson was honored by the entity for his vision, which laid the foundation for the continuous existence of the entity.

Director Nelson Williams praised Senator Wotorson for his excellent vision left at the LPRC, which has kept the flame. In remarks, the honoree now Grand Kru County Senator said he supports the vision of the current MD Williams for the transformation of the LPRC.

Senator Wotorson said Liberians need to take their destiny in their own hand in order for the nation to move forward, but called for the employment of more Liberians by concession companies here, stressing, "Liberians need to be part of the process at all times."

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