Vivo Energy, the powerhouse behind Shell and Engen-branded fuels and lubricants across Africa, has unveiled a dynamic new corporate identity following its 2024 merger with Engen, signalling a bold step towards enhanced market visibility and leadership.
The rebrand marks a strategic milestone as Vivo Energy expands its footprint to 28 African markets, reinforcing its ambition to dominate the continent’s energy landscape. Stan Mittelman, CEO of Vivo Energy, emphasized the importance of a cohesive brand identity.
“As our company grows, we need a unified corporate brand that reflects our ambition and strengthens our identity. Africa’s resources and dynamic population present significant opportunities, and our new brand aligns with our commitment to innovation and progress.” He noted.
Introducing the ‘Dynamic V’ – A Symbol of Momentum and Leadership
At the heart of the rebrand is the launch of the ‘Dynamic V’ logo, symbolizing momentum and leadership. This fresh emblem, combined with a vibrant color palette, is designed to represent energy, innovation, and the company’s forward-looking vision. The new corporate identity unifies Vivo Energy’s diverse operations, while Shell and Engen remain its primary consumer-facing brands.
“Our new brand is more than a visual change – it reflects our future direction,” Mittelman added, highlighting the strategic intent behind the transformation. By integrating its broader business under a cohesive identity, Vivo Energy is positioning itself as Africa’s leading energy business, ready to capitalize on the continent’s growth potential.
With operations spanning 28 markets and a network of over 3,900 service stations, Vivo Energy is a critical player in Africa’s energy ecosystem. It supplies fuels, lubricants, and LPG to a wide range of sectors, including transport, aviation, construction, and agriculture. Backed by 2.1 billion litres of fuel storage capacity and a workforce of 6,000 employees, the company is well-positioned to lead the industry’s next chapter.
The rebrand is strategically crafted to enhance visibility and drive market leadership across Africa, signalling a bold statement: Vivo Energy is here to lead. As the company embarks on this exciting journey, its new identity serves as a beacon of progress, innovation, and growth.
