Siemens Energy & Siemens Gamesa Rebrand to Form Omterra

Siemens Energy is preparing to drop its current brand identity in favour of a new name that reflects its position as an independent provider of energy infrastructure. The change comes six years after the company separated from Siemens AG and could signal a shift in how the business presents its role in the global energy transition.

The new identity, Omterra, will replace both the Siemens Energy and Siemens Gamesa brands through a phased rollout starting later this year. According to Siemens Energy, the name combines "om" meaning all and "terra" meaning land.

Christian Bruch, President and CEO of Siemens Energy, says the name was selected to reflect "global footprint, its technological expertise and its commitment to contributing to reliable energy supplies worldwide." The rebrand marks the end of a licensing arrangement with Siemens AG that was always intended to be temporary when the spin-off took place in 2020.

Licensing agreement reaches end

The timing of the announcement aligns with the conclusion of the brand licensing deal between Siemens Energy and its former parent company. The agreement allowed the energy business to use the Siemens name for a limited period following the 2020 separation.

Christian says the company has now reached a position where establishing its own identity makes operational sense. "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.

The company has reported improved financial performance in recent periods. This follows a turbulent phase that included quality issues affecting parts of the Siemens Gamesa wind turbine fleet.

Christian adds that the business has "earned the trust of our customers and the capital markets, improved our profitability and have ambitious growth plans for the years ahead." He stated that the current strategic and financial position makes this the appropriate moment to transition to an independent brand.

Wind division included in change

Siemens Gamesa will also adopt the Omterra name as part of the rebrand. The wind energy arm has operated under its own established brand since the 2020 spin-off, maintaining a separate identity within the energy industry.

Moving both divisions under a single name could simplify customer relationships as energy projects increasingly combine multiple technologies. Modern large-scale energy developments often require wind generation, gas-fired capacity, grid connections and digital management systems to function as integrated networks rather than separate components.

This approach could align with how the company positions itself within the energy transition. The shift to renewable energy infrastructure has driven demand for grid equipment and transmission capacity as countries invest in electrification systems.

A unified brand structure could reflect the operational reality of delivering combined technology solutions. The company has not announced specific timelines for how the Omterra identity will appear across different product lines and geographic markets.

Employee perspective on transition

Robin Zimmermann, SVP of Communications & CSR at Siemens Energy, describes the internal process behind the rebrand. "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," he says.

The rebrand involves operations across more than 90 countries with over 100,000 employees. Robin says the scale of the change required significant coordination across the workforce, which the company refers to internally as TeamPurple.

Christian acknowledges the role the Siemens name played in establishing the business following 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.

He adds that this legacy "remains both an inspiration and a commitment for us as we actively help shape the energy world of tomorrow." The statement suggests the company views the rebrand as a continuation rather than a departure from its existing operational approach.

Operational continuity maintained

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

The practical implementation will become visible over the coming months as the new name appears on products, facilities and communications materials. Both Siemens Energy and Siemens Gamesa will continue operating under their existing brands during the transition period.

Maria Ferraro, CFO and Chief Inclusion & Belonging Officer at the company, says the change represents a natural progression. "A century of innovation, expertise and energy has brought Siemens Energy and TeamPurple to this moment," she says.

Maria adds, "The name may evolve, but the people, passion and purpose behind it will remain stronger than ever." The rebrand is among the largest corporate identity changes in the energy sector in recent years.