Austria-based petrochemical giant OMV has announced a makeover of its corporate identity.
The new brand identity replaces the old logo – the word ‘OMV’ written twice in black and blue, separated by a horizontal green line – with a green arrow pointing upwards imbedded in a green semicircle. ‘Forward for Good’ is the slogan that goes along with it.
The new branding captures ‘the company’s ambition and significant progress towards becoming net-zero by 2050’, OMV said in a statement. In 2022, the petrochemical announced its 2030 strategy to become an integrated sustainable chemicals, fuels, and energy company. That will require a ‘fundamental shift from linear towards a circular business approach’, the company said at the time.
The logo’s shift from a linear design to a ‘future-oriented’ circle embodies this goal as OMV proposes to re-invente essentials for sustainable living. Borealis, a subsidiary of OMV, has adopted a similar strategy.
“Our new corporate identity complements our strategy implementation with a strong and cohesive visual emphasis on our strategic agenda and goals of the Group,” said Alfred Stern, CEO of OMV. “OMV is undergoing the biggest transformation in the company’s history. As we make significant strides with our transformation lighthouse projects today, we proudly unveil our new brand identity underpinning our aspiration and core beliefs as an international company at the forefront of shaping a more sustainable future. ‘Forward for Good’ underlines our responsibility to society as well as OMV’s path to becoming a net-zero company,” he added.
The branding and design will be implemented at all OMV touchpoints – from B2B (business to business) to B2C (business to consumer) – including at around 1,000 OMV filling stations in seven countries that serve over 650,000 customers every day.