Omterra: Why Are Siemens Energy & Siemens Gamesa Rebranding?

Six years after separating from Siemens AG, Siemens Energy has taken one of its most symbolic steps yet towards independence.

The company has announced its plan to retire the Siemens Energy and Siemens Gamesa brands in favour of a new global identity, Omterra, with a phased rollout beginning later this year.

The name – a portmanteau of “om-” (all) and “terra” (land) – was chosen to reflect the company’s “global footprint, its technological expertise and its commitment to contributing to reliable energy supplies worldwide,” according to Siemens Energy's President and CEO, Christian Bruch.

The move marks the conclusion of a transition that has been expected since Siemens Energy was spun off in 2020.

The company retained the right to use the Siemens name under a licensing agreement with its former parent, but that arrangement was always intended to be temporary.

Now, with the business reporting improved financial performance and positioning itself for further growth, its leadership team believes now is the time to establish a standalone identity.

What’s in a name?

The announcement comes after a turbulent few years for Siemens Energy.

The company has faced some well-publicised challenges at Siemens Gamesa, its wind energy arm.

These have included some quality issues affecting parts of its wind turbine fleet, while demand for grid infrastructure and power equipment has surged as countries invest in electrification, renewable energy and new transmission capacity.

Since these hiccups, though, Christian says the company has strengthened its strategic, operational and financial position.

With the licensing agreement with Siemens ending as well, now seems the right moment to chart a new course.

“Since our spin-off, it has been clear that the licensed Siemens Energy brand would be available to us for a limited period,” he explains.

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

“We have earned the trust of our customers and the capital markets, improved our profitability and have ambitious growth plans for the years ahead. 

“Against this backdrop and given that the current brand agreement is time-limited, now is the right time to begin the transition to our own independent brand."

The company stressed that the rebranding will not affect its strategic direction or day-to-day operations for customers, suppliers or employees.

Instead, Omterra will be introduced gradually over time.

A unified future

One notable aspect of the rebrand is that Siemens Gamesa will also adopt the Omterra name.

Although Siemens Gamesa has operated as part of Siemens Energy since the spin-off in 2020, it has continued to trade under its own established brand in the wind industry.

Moving both businesses under a single identity could simplify how the group presents itself to customers as energy projects increasingly combine multiple technologies.

Large-scale developments today often require wind generation, gas-fired back-up capacity, high-voltage grid connections and digital grid management to work together rather than as separate systems.

A unified brand speaks to how the company is approaching the energy transition across its portfolio.

Christian also acknowledges the importance of the Siemens name in establishing the business.

“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.”

More than marketing

Corporate rebrands are often viewed through a marketing lens, but they can also signal a shift in how companies see themselves.

For Siemens Energy, adopting the name Omterra closes the chapter that began with its separation from Siemens AG and reinforces its identity as a powerful player in its own right.

Robin Zimmermann, the SVP of Communications & CSR at Siemens Energy, played an important role in forging this new identity behind the scenes.

“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.

“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 practical effects of the change will emerge over the coming months as Omterra begins appearing across products, facilities and communications.

For now, however, Siemens Energy and Siemens Gamesa will continue operating under their existing names while preparations for one of the energy sector's largest-ever corporate rebrands move into their next phase.

Maria Ferraro, the company’s CFO and Chief Inclusion & Belonging Officer, is excited about the future of the firm.

“A century of innovation, expertise, and energy has brought Siemens Energy and TeamPurple to this moment,” she says.

“While our legacy will always remain part of who we are, we are now beginning the next step of our journey. 

“I could not be prouder of what we are building together and of the impact we will continue to create as one team. 

“The name may evolve, but the people, passion and purpose behind it will remain stronger than ever.”