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AEL Botswana, a leading supplier of explosives to the mining industry in this region, recently announced the introduction of the group’s new corporate identity along with the evolution of its name.

AEL Botswana, part of the AEL Mining Services group, has supplied explosives solutions and services to Botswana’s mining industry since 1973, when it was first registered as  African Explosives (Botswana) (Pty) Limited.

AEL’s new corporate identity and name is supported by a new brand strategy, which was developed over the past 12 months with the objective of redefining and energising the brand to take it to the next level, not only for internal but external stakeholders as well.

“We look forward to applying the new corporate identity to all our products, equipment and services in Botswana, and also embracing the energy that accompanies our new brand strategy, which we know will positively affect our customers in this region”, Robin de Klerk, managing director of AEL Botswana, told The Business Diary.

“The new corporate identity and brand strategy,” adds de Klerk “builds on the respected 100 year old AEL brand, facilitating our continuous evolution to remain relevant and contemporary, as the group expands into global explosives’ markets, and spearheads technological innovations in the industry.”

Commenting on the background to the development of the new corporate identity, de Klerk says, “As an explosives company, we truly understand the enormous responsibility of our role in mining the earth’s resources and deeply appreciate the importance of mining to the welfare of a nation’s people and development of economies.

“At AEL, we strive to take meticulous care in the development, supply and application of our energy solutions in diverse mining industries around the world. After all, we break rock, with meticulous care and well controlled energy.”

According to de Klerk, AEL’s new corporate identity continues the dynamism of its distinctive red arrow, and emphasises the intrinsic AEL brand essence of ‘meticulous care’.

“Our resolve to unearth wealth with meticulous care and energy’, he adds, “extends more broadly to embrace and unearthing the wealth of talent in our people, and energising them to do remarkable work, as well as our technology programmes and energetically bringing them to fruition.

It embraces the creation of productive and mutually beneficial customer relationships, as well as the wealth that mining brings to a nation’s people, and how we can contribute more broadly.”

To coincide with the unveiling of AEL’s new corporate identity and name, is the launch of the new website at www.aelminingservices.com

AEL Mining Services, a member of the JSE-listed AECI Group in South Africa, is a leading developer, producer and supplier of commercial explosives, initiating systems and blasting services for mining, quarrying and construction markets in Africa and Indonesia. AEL is a world-class mining services company with global technologies that create wealth and growth in South Africa, African and selected international markets.

AEL was established in 1896, and has its Head Office in Johannesburg, South Africa.  Today, it is one of the world’s leading suppliers of explosives and initiating systems.  With 16 companies in AEL Mining Services, the group also has production facilities and offices in South Africa, Egypt, Ghana, Mali, Tanzania, Ethiopia, Zambia, DRC, Zimbabwe, Indonesia and South America.

The company has a large team of leading engineers and scientists; AEL has over a century of expertise and knowledge in developing ground-breaking and innovative blasting solutions that contribute to the creation of infrastructures and wealth in countries throughout the world.