Johannesburg - South Africa - AEL Mining Services, an international leader and innovator in commercial explosives and blasting solutions, launched its new corporate identity along with the evolution of its name at the Mining Indaba 2010 in Cape Town.

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.

Wayne du Chenne, Global Business Services director comments, "The new corporate identity and brand strategy 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, du Chenne adds, "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 du Chenne, 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', adds du Chenne, "extends more broadly to embrace 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

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