Jeffares & Green changes name, celebrates “Afrika”

1st March 2016


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Century old engineering and environmental consulting company, Jeffares & Green, today announced that it will be changing its name and renewing its brand to better reflect goals and strategies.

JLS Jeffares founded a consultancy in 1922, and was joined by Hal Green in 1927. They became partners in 1947 and the name Jeffares & Green (J&G) became synonymous with professional engineering that never compromised on quality.

Throughout its existence, J&G has progressed and evolved, keeping pace with fluctuations in demand, the industry and customer requirements. To maintain momentum for continuous development, the shareholders made a bold decision at the end of 2015 to rename and rebrand the company in order to better align the name and the brand with its areas of operation - the African continent. Management also wished to align the brand with the firm’s strategy to remain a proudly South African owned company.

According to J&G’s Marketing and Communications Manager, Charmagne Denny; “The brand development process started with the appointment of brand specialists. A strategic session was held and, after some collaboration, naming options were presented. After much hard work, research and an inclusive staff voting process, JG Afrika was chosen.” 

This was a carefully selected name, designed to represent the company’s identity to the world, while maintaining its African roots. “The inclusion of ‘JG’ symbolises the company’s acknowledgement of and appreciation for its history, while ‘Afrika’ denotes its independence, its love for the continent, and is a nod to the African way of spelling ‘Africa’,” says Denny.

The new corporate identity, which will be launched in April 2016, draws on designs of the past and the company’s ethos of dedication, community benefit and environmental protection, while being refreshed for the 21st Century.

“The name ‘Jeffares and Green’ has served us well for nearly one hundred years, and we will certainly continue to pay homage to our distinct history. However, the time has come to look to the future and to align our corporate identity with our diverse, modern and highly-skilled workforce,” says Paul Olivier, Jeffares & Green’s Managing Director. “We sincerely enjoyed the process of evaluating naming options, and involving our valued staff – after all, our success is built on their strengths.”

He concludes that; “While this is an incredibly exhilarating time for J&G, we assure the industry that we remain the same professional, knowledgeable and independent organisation; our name and brand changing does not alter the spirit of the company, but rather enriches it. We look forward to providing another century of experience, quality and integrity as JG Afrika. Sihluma Kunye – we develop together. “



Jeffares & Green (soon to be known as JG Afrika) was founded in 1922 and is a proudly South African engineering and environmental consulting firm. It draws from its rich history, in-depth experience and strong African roots to ensure that all interactions reflect its ethos of sustainability, quality and integrity.

The company provides consulting services in all fields of civil and structural engineering, as well as environmental services, throughout Africa. The Group also features specialist companies operating in the fields of geotechnical, environmental and geosciences, pavement technology, traffic and transportation, materials testing, and institutional support.

Jeffares & Green is a member of Consulting Engineers South Africa (CESA) and is affiliated to FIDIC and GAMA. All offices are certified by Dekra according to ISO9001.

For more information, please visit

Edited by Creamer Media Reporter


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