Cepsa now it is moeve. The energy company has carried out a process of change of naming and identity of brand with which it hopes to reinforce its commitment to sustainable energy and mobility. His goal, he says, is to become “European reference for the energy transition”.

“I am excited to communicate the change of a great brand, Cepsa, which has been with us for more than 90 years, to tell the world that we are transforming into another type of organization, Moeve, in which most of its profit will come from activities sustainable at the end of this decade”, commented Maarten Wetselaar, now CEO of Moeve, in a statement.

The change occurs after more than 90 years under the name Cepsa, an acronym for Spanish Oil Company Sociedad Anónima. The company was launched in 1929 and was the first Spanish private oil company.

and is a consequence of “Positive Motion”, the strategic plan of the multinational for 2030. “Moeve works to provide a positive impact on society, with the aim of building a better world, guaranteeing today’s energy supply, but focused on facilitating the sustainable energy of the future.“, explains the firm on its website.

For two years now, the company has been allocating up to 8,000 million euros to make this program a reality. More than 60% of them will be allocated to sustainable businesses, such as the production of green hydrogen, second generation biofuels, sustainable chemicals or ultra-fast electric recharging.

Moeve’s identity

The transformation of the name and visual identity, worked together with the Landor agency, They represent one more step within that strategic plan. As communicated by the company, the Moeve naming seeks to convey movement, optimism and evolution. “A new name designed to symbolize our commitment to customers, markets and society towards a better future”they say.

This is a radical change, also in the logo. The brand abandons the color red, and opts for blue, and more rounded shapes. However, the shapes that previously created a cross are now repositioned to create the M for Moeve and, at the same time, symbolize a door. “Our identifying colors are characterized by inspiring tones that challenge the established, breaking with the past to open the door to a world of sustainable energy and mobility aligned with our strategy.”; they comment from Cepsa, now Moeve.

The new identity is expressed with a graphic system that contains completely different colors, textures and dimensions and that has a design designed for the digital environment. These colors include different shades of blue, white, yellow, green and pink, the latter in pastel shades.

The typography, called Moeve Sans, It is described as simple, close and optimistic. It is composed of curved lines, and the angles have been lengthened to give the letters personality. A system of icons has also been created to facilitate communication on online platforms; and a set of illustrations that reflect people performing different actions.

Likewise, it has also defined its tone of voicewith characteristics such as simple, optimistic, close, human, but also ingenious, plural and entrepreneurial. Furthermore, it has created a sound markto provide musicality to the brand and accompany the new logo.

The new identity will be implemented progressively starting in November, and will affect all its offices, corporate centers and more than 1,800 service stations in Spain and Portugal.

The change is communicated to customers with a advertising campaign at a global level, devised by Publicis Spain. In it, the company presents different people saying goodbye to different dinosaurs, in an obvious metaphor for the transition from fossil fuels to green and renewable energy.

Moeve’s plans

The company assures that Moeve has been immersed in the decarbonization of its activity. Among other things, it points out that it is developing the Andalusian Green Hydrogen Valley and the largest 2G biofuels complex in southern Europe, located in Palos de la Frontera (Huelva).

Currently, it sells sustainable fuels in seven of the main Spanish airports and in more than 60 ports in the countries in which it operates. It is working to promote 30 biomethane plants in our country and already has more than 160 ultra-fast charging points in operation, which it hopes to increase to 400 this year.

He also points out that he is reinforcing his commitment to new energy formulas. This year it announced the sale of its exploration and production assets in Colombia and Peru, following the divestment carried out in Abu Dhabi in 2023. This, it assures, represents the sale of about 70% of its oil production assets compared to 2022. It also announced in August the sale of its butane, propane and autogas subsidiary (Gasib).

More info.: Moeve brand identity