Sudanese: Change your skins for the sun of tomorrow – the face of the truth – ✍️ Ibrahim Shaqlawi
In a world where major transformations are fighting, the identity of nations remains dependent on their ability to adapt to change. As Friedrich Nietzsche said: “He who does not have the courage to change his skin does not deserve the sun of tomorrow.” In a joint moment in the history of Sudan, the transformations of the identity of his institutions seem to be an expression of ambition continues to build a better future. Thus, everyone should make the new promising step and achieve the lessons of war.
Our discourse on “Sudanese” does not start from the promotion portal, but rather from monitoring the institutional transformation process linked to a broader and complete national scene. The transition of an old commercial identity to a new vision is an indication of an desire to modernize and openness, which we support in order to move to the development space, at a time when digital transformations are linked to the aspirations of the Society of Peace and Development. This equation can be more perceived by: those who had exiles are an alternative homeland, where they could see people to live, and the countries how to seize opportunities and go beyond the challenges of a sure and stable future.
The Sudanese communication company announced at the start of the week its new visual identity at a press conference in Port Sudan, highlighting values based on continuity, consistency and innovation. According to the marketing director, Heba Ali Othman, the change reflects the desire to update without abandoning the roots and embodies the spirit of dependence and pride, which are concepts which carry the new symbolic dimensions of the slogan which go beyond the commercial meaning.
Despite losses over $ 9 million since the war, a “Sudanese” has adopted a three -story strategy: survival, reform and continuity. This led to a significant expansion of fourth generation techniques, and the increase in the duration of optical fibers at 25,000 kilometers, which has helped improve digital internal and regional infrastructure. The company also launched the “My Sudanese” application to bring its user services closer.
In the aspect of social responsibility, and this is in accordance with the national dimension, the company launched the “security return” initiative to help citizens refer to their areas after the war, within the framework of its efforts to support education, health and water. This is part of its commitment to its social role, at a time when the country requires the rest of the reconstruction efforts and to send hope in a safe life limited by development and openness to others with conscience and without negligence.
The new logo, according to experts, reflects a national dimension which goes beyond visual symbolism. The dark blue color suggests confidence, while the star refers to unity and peace. This integration between technology and the national symbol shows how institutional identity can contribute to the formation of an inclusive national discourse, which Sudan needs all national institutions in the public and private sectors.
The “Sudanese” experience reminds us of what international companies have done that have changed their visual identity to reflect strategic transformations, such as the transformation of “Twitter” into “X”. However, the particularity of the Sudanese situation lies in the coincidence of this transformation with a delicate national stage, where change is not limited to form, but extends to the depth of institutional discourse, societal renaissance and the promotion of peace.
Some observers have seen that the abandonment of religious symbolism in the old slogan in favor of digital and human concepts can carry “gentle” connotations. However, this interpretation appears from the point of view of the student of the nature of the slogan, exaggerated. The economic and technological context imposes its priorities and does not necessarily reflect an ideological orientation.
Sudan today fights a real survival battle, and national companies are required to engage in the development equation, and not in the controversy of the intellectual identity established by the values of the people of Sudan.
The change in a “Sudanese” is not an isolated event, but is rather part of a major story in Sudan: at the national level by going from the war economy to the peace of peace and at the symbolic level by redefining identity without breaking the past. As the French thinker Albert Camus wrote: “The progression of the bridges that we build is not measured, but rather the number of bridges that we cross without burning.” “Sudanese” is going through a difficult bridge today, but it does it with a virtue that reflects the mind of a people who knows how to get out of their repression.
Consequently, according to what we see in the face of the truth, a “Sudanese” represents a model of an institution which deals with change that changes with strategic conscience, and bets on the future, at a time when Sudan restores the definition of its tools and its concepts, taking advantage of the lessons of war. Standing today is no longer in stability, but rather the courage to change. As Nietzsche said: “He who does not have the courage to change his skin does not deserve the sun of tomorrow.”
You are fine and well.
Wednesday April 30, 2025 ad shglawi55@gmail.com
