The rebrand, which includes a vibrant logo and unified visual strategy, comes as the firm expands its footprint to 28 African markets, underscoring its commitment to innovation and market leadership.

The merger of Vivo Energy and Engen, two giants in the African energy space, has created a corporate powerhouse with a network of over 3,900 service stations and 6,000 employees. The rebrand, spearheaded by CEO Stan Mittelman, is designed to unify the company’s operations under a cohesive corporate banner while allowing Shell and Engen to retain their consumer-facing identities. “Our new brand is a reflection of our future,” Mittelman said, emphasizing the need for a unified identity to capitalize on Africa’s growth potential.

At the core of the rebrand is the “Dynamic V” logo, a symbol of momentum and leadership, paired with a bold color palette meant to evoke energy and innovation. The design aims to unify Vivo Energy’s sprawling operations while positioning the company as a forward-thinking leader in Africa’s rapidly evolving energy market.

The continent’s dynamic demographics and resource-rich economies present significant opportunities, but they also demand agility and a clear vision—qualities Vivo Energy hopes its new identity will project.

The rebrand is more than cosmetic. It reflects a strategic pivot toward market consolidation in an industry often fragmented by regional players.

With 2.1 billion liters of fuel storage capacity and operations spanning transport, aviation, construction, and agriculture, Vivo Energy is betting on scale and synergy to outpace competitors. The merger with Engen, which previously operated independently in several African markets, strengthens this position, allowing Vivo to leverage Engen’s local expertise and Shell’s global brand equity.

Critics may question whether a single corporate identity can resonate across Africa’s diverse markets, where cultural and economic differences are stark. Yet Vivo Energy’s leadership insists the rebrand is not about homogenization but about clarity and ambition. “Africa’s energy needs are growing, and so are ours,” Mittelman noted. “This brand signals our readiness to lead.”

As the company embarks on this rebranding journey, its success will hinge on balancing regional sensitivities with a unified corporate message. For now, the “Dynamic V” serves as a bold visual statement—a promise of progress and a reminder that Vivo Energy is here to stay.