Forward for Good: The meaning behind OMV’s new brand identity

At OMV, transformation is in our nature. We have built our business to grow and evolve in a changing world. As we undergo the biggest transformation in our company’s history, we have renewed our brand identity to reflect our dedication to creating a more sustainable and circular future. Though our new visual identity  is a single step in the journey, here’s how it reflects OMV’s spirit of constant reinvention and progress.

A time for renewed purpose

Climate change is the biggest challenge of our time. The world demands more sustainable chemicals, fuels and energy, and at OMV we know that change starts now. We are committed to achieving net zero by 2050 at the latest, a target which requires immediate action. In the next five years we will allocate on average 40% of our global investment budget to sustainable technologies and solutions. We have distilled this collective ambition into our tagline ‘Forward for good’, which underpins our strategy for a sustainable future. 
When you look at our new logo, which we call ‘OMV Loop’, you’ll see it’s created with two elements in mind - progress and circularity. And it tells a story that captures the transformation of our business. First, an arrow represents our forward-looking mindset, embracing constant progress and bold innovation; second, a circle embodies our commitment to renewal and our embrace of circularity as we transform our business for the future. 

Living every day more sustainably

As a company with innovation at its very core, the arrow symbol reflects OMV’s readiness and determination to push ahead and re-invent our entire business. This means improving and delivering sustainable value across our entire portfolio.  We are well positioned to deliver innovative ways to help everyone live more sustainably, now and into the future.
For example, building on our extensive expertise in subsurface geology, geoscience, drilling, subsurface and surface engineering, advanced production technologies and digitalization, we are investing in geothermal energy, a near endlessly renewable low-carbon energy source that can meet growing demand for energy. We are growing this part of our business up to 4 terawatt hours (TWh) per year by 2030.
Through our eMotion brand, we are harnessing our infrastructure capabilities and rolling out fast and ultra-fast EV charging stations, with the target of building 5,000 new charging points across Austria, Romania, Slovakia and Hungary by 2030. We’re also shifting away from conventional fuels in line with customer demand, on track to produce 1.5 million tons of sustainable fuels and feedstocks by 2030. Integrating our new brand identity at key touchpoints will help to communicate our commitment to progress across the business and raise awareness of our low-carbon solutions.

Growing through collaboration

The arrow motif in our new logo also symbolizes the collaborations that will help us to continually advance and grow, forging a path alongside committed partners to develop sustainable solutions to today’s greatest challenges. We know that meaningful change cannot happen overnight - but through continuous innovation and strategic multilateral cooperation, we can deliver lasting impact at scale.
We are proud of the progress emerging from the diverse partnerships we are building across Europe. These include working with Wien Energie to supply geothermal energy to 200,000 households in Vienna. We are also collaborating with other early movers like Austrian Airlines (Lufthansa Group), Ryanair, Air France-KLM and Wizz Air, to pioneer the integration of sustainable aviation fuel (SAF) into the supply chain.
Placing progress at the heart of our new visual identity  will allow us to reach more people and forge meaningful connections to address the complex challenges facing our planet.

The solutions are circular

The other key component of our new brand identity forms a circle, which embodies our commitment to circular economy solutions and our pledge to move away from the traditional linear ‘take-make-waste’ approach. From proprietary technologies and recycling solutions to design for recyclability and circular feedstocks, OMV is taking bold steps to make the shift from value chain to value circle across our business.
To accelerate this, the OMV Group, together with Borealis, is becoming one of the world’s leading providers of advanced and circular polyolefin solutions.
These sustainable materials can be used to make everything from electrical cable coatings to medical appliances and pipes for drinking water. Circular solutions are contributing to our wider goal of increasing our sustainable sales volume to 1.4 million tonnes by 2030 across our entire business.
Circular thinking is also driving innovation at our Schwechat refinery, where each year up to 160,000 metric tons of liquid biomass will be converted mainly into renewable diesel blending components. This transformation will reduce CO2 emissions from road traffic by up to 360,000 metric tons per year - the equivalent of 38,000 cars driving around the globe.
ReOil®, our proprietary chemical recycling technology, converts end-of-life plastic into circular feedstock for the production of chemicals in a wide range of applications. As part of the circular economy process, we will establish Europe’s largest sorting facility for plastic waste.
The circle motif naturally forms a major part of our new brand design identity: we are proud to show that we are developing real-world solutions in a more circular, more sustainable way.

Leading from the front

The evolution of OMV is a reflection of the changes we see in our industries, but also for the world. Our brand identity is transforming from the inside out on a global scale, building on the foundations of a strong history and deep human expertise. We are committed to moving forward for good - playing a leading role in meeting the challenges of climate change. The future demands change. And we are ready for it.