Vivo Energy, the company that distributes and markets Shell and Engen-branded fuels and lubricants across Africa, has launched a dynamic new corporate brand – a significant milestone in the company’s growth.
Following the successful completion of the transaction to combine the Engen and Vivo Energy businesses in 2024, and with operations now spanning 28 markets, Vivo Energy needed a modern, unified brand that reflects its growth, ambition, and vision to be Africa’s leading and most respected energy business.
The new corporate brand is designed to enhance visibility, reinforce the company’s reputation, and showcase its future-focused identity.
“As our company expands, we need a modern, dynamic corporate brand that embodies our growth and unifies us under a single, powerful identity,” said Stan Mittelman, CEO of Vivo Energy.
“With Africa’s abundant natural resources, youthful population, and diverse cultures, the continent is poised for success. Vivo Energy is here to help transform that potential into reality – leveraging our expertise, world-class brand portfolio, and outstanding customer care.
With our new corporate brand, we are better positioned to lead, innovate, and drive progress across the continent.”
A corporate brand, built for the future
The refreshed corporate identity includes:
• A bold new brand personality – Confident, straightforward, and passionate.
• A striking new logo featuring the ‘Dynamic V’ – A modern, powerful emblem that symbolises momentum, leadership, and unity.
• A refreshed colour palette – Telling a story of energy, innovation, and growth.
Importantly, Shell and Engen remain Vivo Energy’s primary consumer brands, continuing to engage customers with their unique identities and attributes. The new corporate brand unifies the Group and reinforces its role as a leader in Africa’s energy sector.
“Our new brand is more than a visual refresh – it’s a statement of who we are and who we aspire to be,” Mittelman added.
