Everllence brand identity
In June 2025, MAN Energy Solutions – a titan of German engineering with roots dating back to 1758 – underwent a massive strategic and visual transformation, rebranding as Everllence. This shift marks the company’s evolution from a traditional manufacturer of large-scale diesel engines and turbomachinery into a frontrunner of industrial decarbonization. The name is a portmanteau of “Ever” (signifying historical continuity and pioneering “first-ever” innovations like the original diesel engine) and “Excellence”.
Developed by design agency Strichpunkt, the new visual identity is built around the motto “Moving Big Things to Zero”. It ditches the heavy, industrial legacy of the MAN logo in favor of a modular, future-proof design system intended to bridge the gap between heavy engineering and high-tech sustainability.
The choice of Nexa by Fontfabric as the primary typeface is central to this new aesthetic. Nexa’s geometric construction provides a clean, optimistic, and modern feel that aligns with the company’s focus on hydrogen technology, carbon capture, and large-scale heat pumps. At the same time, the font’s sturdy architecture and excellent legibility retain a sense of the ‘industrial muscle’ required for a company that powers nearly 50% of global trade via its maritime engines. The typeface is used across all digital touchpoints, corporate communications, and global signage, successfully humanizing a 250-year-old engineering giant for the net-zero era.
4 Comments on “Everllence brand identity”
In what language do we find two l preceded by a consonant? Do we really hear the reference to the word “excellence” when pronouncing “Everllence”?
I am appalled that this identity work could have resulted in such a concept.
Of course, all the communication materials were done with seriousness; but this page of the brochure about the brand and the information around the E: what a joke!
In Welsh? Think compounds like gwinllan.
That’s beside the point, though.
I’m not claiming to understand – or approve – all of the shenanigans of corporate branding agencies. But spelling surely isn’t exclusively an auditory thing? Quite on the contrary; I think of it primarily as a visual characteristic.
This is a very interesting topic since it concerns semantics, and more precisely semiotics, which, for those of us passionate about signs, focuses on defining what communicates meaning.
We can, of course, be satisfied with the purely visual characteristics of things, but the field of graphic identity is particular because its purpose is to name the object through an autological proposition. And this is precisely where this agency ventured, and it seems to me, without achieving a truly meaningful result.
To say or write “saucepan” is to name this kitchen utensil that everyone will visualize as round and with a handle. But what remains of excellence in the name of this company?
The few claims around the brand and the letter E on the presentation brochure are not enough to make a marketing message an objective summary of what is shown. Unfortunately, this is increasingly becoming the norm in this field and despite the high level of training of graphic design professionals: technique and marketing take precedence over the meaning of what we see, in a self-fulfilling way.
And then, to be clear,
ex: prefix derived from the Latin preposition e or ex-, linked by a hyphen to a substantive or adjective to express a function or a state, “out of” or “previously”
cello: verb / celsus: adjective, past participle of the verb cello, meaning high
excellens: present participle of excello, to rise, to be superior to, to surpass
It is indeed the beginning of the word excellence that carries meaning, and which we no longer hear in the name of this brand. Maybe, we should to stop saying that everything is equal when the sens of the words is at stake.