OMV, the Austrian integrated energy, fuels and chemicals company, introduced a new corporate identity in June 2024 that replaced a visual identity in use since 1995. The new branding, developed in partnership with the international branding agency Interbrand, was unveiled at the company’s Capital Markets Day in London and is being rolled out across all OMV touchpoints, including around 1,000 filling stations in seven countries.[1]
Design and History
The previous OMV logo, in use since 1995, featured the word “OMV” written twice in black and blue, separated by a horizontal green line.[2] The new corporate identity builds on that three-decade-old branding rather than discarding it entirely.[3]
The new logo, called the “OMV Loop,” replaces the old wordmark with a green arrow pointing upwards embedded in a green semicircle.[2] The redesign accompanies the tagline “Forward for good,” which underpins the company’s strategy for a sustainable future.[4]
The new brand strategy and corporate design were developed in partnership with Interbrand.[1] The identity has received multiple design awards, including the Red Dot Award, the Corporate Design Prize, the German Design Award, and the iF Design Award.[5]
Meaning and Symbolism
According to OMV, the logo is created with two elements in mind: progress and circularity. An arrow represents the company’s forward-looking mindset, embracing constant progress and bold innovation, while a circle embodies its commitment to renewal and circularity as the business transforms.[4]
The core element of the new brand design is described by OMV as an iconic symbol that embodies the company’s direction, anchored in sustainability and circularity. It represents continuous motion and progress, a forward-looking and future-oriented attitude, while building on its heritage.[1]
The colors of the new design reference the brand’s original heritage and history, while the adapted base color palette sets clearer accents and offers a more resilient and modern foundation in the digital space.[6]
Typography and Design
OMV introduced a custom typeface called “OMV Progress” as part of the new identity. According to the company, the typeface is inspired by the details found within the logo symbol, designed for a modern look that balances functionality and expressiveness.[5]
OMV describes its new color palette as a “sophisticated blue” paired with a “vibrant, digitally inspired green” that represents innovation and progress.[5] The broader design system also includes dynamic imagery, geometric illustrations, and a forward-thinking tone of voice.[7]
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