Siemens Energy and Siemens Gamesa to Rebrand to Omterra

Siemens Energy has confirmed it will phase out its existing brand names in favour of a new identity called Omterra. The rebrand will apply to both Siemens Energy and its wind business Siemens Gamesa as the group moves to establish a standalone market position six years after separating from Siemens AG.

The name change will begin later this year and marks the end of a licensing agreement that allowed the company to use the Siemens name following its spin-off in 2020. According to Siemens Energy President and CEO Christian Bruch, the new name combines "om" meaning all and "terra" meaning land to reflect the company's "global footprint, its technological expertise and its commitment to contributing to reliable energy supplies worldwide".

The timing of the announcement follows a period of operational stabilisation after quality issues at Siemens Gamesa. The business has reported improved profitability as demand for grid infrastructure and power equipment has increased across markets investing in electrification and transmission capacity.

Christian says the licensing arrangement was always temporary. He notes that the company has now "earned the trust of our customers and the capital markets, improved our profitability and have ambitious growth plans for the years ahead".

Brand architecture after separation

The rebrand addresses a commercial reality facing companies that spin off from larger groups. Siemens Energy retained rights to use the Siemens name under an agreement with its former parent but that arrangement had a defined timeline.

Christian explains the logic behind the move. "Since our spin-off, it has been clear that the licensed Siemens Energy brand would be available to us for a limited period," he says.

"Today, our company is well positioned strategically, operationally and financially."

The company has stated the rebrand will not change its strategic direction or affect daily operations for customers, suppliers or employees. Omterra will be introduced gradually rather than through an immediate switchover.

The visual identity for Omterra uses the same colour palette as the current Siemens Energy brand, maintaining visual continuity during the transition period.

Consolidating wind business branding

Siemens Gamesa will also adopt the Omterra name as part of the change. The wind business has operated within Siemens Energy since the 2020 spin-off but has maintained its own brand identity in the wind sector until now.

Bringing both businesses under one name could simplify how the group presents itself to customers as energy projects increasingly combine wind generation, gas capacity, grid connections and digital management systems. A unified brand identity positions the company for integrated projects rather than separate technology offerings.

The decision to retire the Gamesa brand also represents a departure from the dual-brand strategy the company has used since the spin-off. Christian acknowledges the role the Siemens name played in establishing the business after separation.

"We are proud of what our employees have built over the past few years. Our founder's name opened doors and supported us on our path to independence," he says. "This legacy remains both an inspiration and a commitment for us as we actively help shape the energy world of tomorrow."

Communications strategy behind Omterra

Robin Zimmermann, SVP of Communications & CSR at Siemens Energy, has led the internal team responsible for developing the new identity. He describes the work involved in creating a brand for a business with more than 100,000 employees across more than 90 countries.

"Today we revealed what the team has been pouring itself into for over a year: a new company name, a new brand and the new corporate design," Robin says. "They say it takes a village. Rebranding a company with 100,000+ people in 90+ countries takes a lot more than that, let me tell you. It takes a strong TeamPurple [the collective name for Siemens Energy employees] who believed it was worth getting right."

The scale of the project indicates the operational complexity involved in rebranding a global energy business. Products, facilities, communications materials and digital properties will all need to transition to the new identity over the coming months.

For now Siemens Energy and Siemens Gamesa will continue operating under their existing names. The company has not provided a specific timeline for when the Omterra name will fully replace current branding across all markets and touchpoints.

Maria Ferraro, CFO and Chief Inclusion & Belonging Officer at Siemens Energy, says the rebrand represents a new phase for the organisation. "A century of innovation, expertise and energy has brought Siemens Energy and TeamPurple to this moment," Maria says. "While our legacy will always remain part of who we are, we are now beginning the next step of our journey."

She adds that internal commitment to the rebrand has been strong.

"I could not be prouder of what we are building together and of the impact we will continue to create as one team," Maria says. "The name may evolve, but the people, passion and purpose behind it will remain stronger than ever."