Vivo Energy, the company that distributes and markets Shell and Engen-branded fuels and lubricants across Africa, launched a new corporate brand in February 2025. The refresh introduced a logo called the “Dynamic V,” described by the company as a modern, powerful emblem symbolising momentum, leadership, and unity.[1]
Design and History
Vivo Energy was established in 2011 following the acquisition of Shell’s downstream operations in 14 African countries.[2] The company’s original corporate identity was introduced at its formation, while Shell-branded products retained the Shell visual identity at retail.[3]
The 2025 rebrand followed the completion of the transaction combining the Engen and Vivo Energy businesses in 2024, which expanded operations to 28 markets. According to the company, the new corporate brand was designed to enhance visibility, reinforce its reputation, and showcase a future-focused identity.[1] Shell and Engen remain Vivo Energy’s primary consumer brands, while the new corporate identity unifies the Group.[1]
Meaning and Symbolism
The “Dynamic V” logo is described by Vivo Energy as symbolising momentum, leadership, and unity.[1] The refreshed colour palette is intended to tell a story of energy, innovation, and growth.[1] The company also defined a new brand personality described as confident, straightforward, and passionate.[1]
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