KMS TEAM – MVV Energie

We inspirewith energy

MVV Energie »We want to reduce CO₂ourselves – with new technologies, innovations and green products instead of offsetting certificates or projects. This is why we are constantly investing in the future viability of our company and true climate protection,« explained Dr Georg Müller, CEO of MVV Energie AG at the 2023 shareholders’ meeting.

Brand & marketing strategy
Positioning / identity
Corporate design
Logo design

We want to reduce CO₂ ourselves – with new technologies, innovations and green products instead of offsetting certificates or projects.

Dr. Georg Müller
CEO of MVV Energie AG

MVV has pursued a consistent climate protection and decarbonisation strategy for over a decade now. Their »Mannheim Model« focusses on supplying green heat, accelerating the expansion of renewable energies and providing other green solutions. MVV was the first German energy company to receive the »Science Based Target Initiative« certification (a joint initiative from CDP, UNGC, WRI and WWF) for net zero compatibility in line with the 1.5 degree limit by 2040. But that’s not all: MVV aims to be climate positive starting in 2040.

We developed a new positioning and brand strategy with MVV in 2016. A symbol of the inexhaustible nature of renewable energy, the »energy loop«, has since served as the company’s dynamic logo and signature. It is based on the main brand idea »We inspire with energy«.

The colour red has always played a role in MVV’s history, but it’s no longer in line with our strategy. At the same time, MVV and JUWI now look like they’re part of the same family.

Sebastian Ackermann
Director of Communication and Branding MVV Energie

Sebastian Ackermann, Director of Communication and Branding MVV Energie, explains: »MVV is celebrating their 150th anniversary this year – reason enough to refine our brand identity and communicate our environmental protection strategy more clearly. The colour red has always played a role in MVV’s history, but it’s no longer in line with our strategy. At the same time, MVV and JUWI now look like they’re part of the same family. As our subsidiary for wind and solar power, JUWI is an integral part of our strategy.«

In the spirit of continuity, we kept the shape of the logo and energy loop, but changed the colours to blue and green tones. We also added »forward-looking« to the brand values »energetic, open-minded and reliable«.

Knut Maierhofer, founder and Managing Partner KMS TEAM, adds: »MVV developed an exemplary strategy for climate protection with its ›Mannheim Model‹. With their refined, greener and more digital brand identity, MVV can start communicating their approach to sustainability more clearly.«

With their refined, greener and more digital brand identity, MVV can start communicating their approach to sustainability more clearly.

Knut Maierhofer
Founder and Managing Partner KMS TEAM

MVV Energie

MVV is one of Germany’s leading energy companies, with over 6,500 employees and annual sales of about 4.2 billion euros. The focus of the business is to provide reliable, economical and environmentally friendly energy to industrial, commercial and residential customers. In addition, the company is investing in the future viability of its grid, power plant updates and innovative green technologies.