New Brand Identity for VARTA AG

VARTA appears in a new design and with the new brand claim "Empowering Independence": In the future, the group will thus emphasize its role as a technology company with the clear vision of defining battery technology for a more independent life.

With the reintegration of the household battery business and the review of the most successful business year in its 135-year history, VARTA AG underlines this historic moment with a new brand identity.

“Under the modernised brand identity, VARTA is entering a strengthened future in which we will continue to grow and, above all, continue to be profitable,” says Herbert Schein, CEO VARTA AG.

As a technology company, VARTA relies on a consistent further development of the logo with the redesign of its brand presence. The striking VARTA "beam", the original V-shaped beam of a flashlight, which has always been part of the logo, was retained as a core component, further developed and given a larger stage in the new appearance. This gives the logo with lettering and figurative mark more flexibility in application. The lettering already reflects and embodies the iconic symbol with "V" and "A" and has been adapted in its proportions to the figurative mark. The lettering is thus also intended to reflect VARTA's new orientation as a technology company. The iconic VARTA blue was slightly modified and sharpened.

With the current brand claim "Empowering Independence," which also represents the brand essence, VARTA is placing even more focus on its customers and partners and underlining the company's vision: "We are defining the future of battery technology to enable a more independent life.”

„With the new brand identity, we at VARTA are carrying out a transformation that makes the company visible to the outside world with its attitude and new self-image. Brand, logo and corporate developments are in harmony with each other for a strong future“, says Andreas Fritz, Head of Group Marketing VARTA AG.

Press contact

News & Presse

VARTA-Platz 1
73479 Ellwangen

Phone: +49 (7961) 921 – 0


VARTA AG produces and markets a comprehensive battery portfolio ranging from micro batteries, household batteries, energy storage systems to customised battery solutions for a variety of applications and sets the industry standards as a technology leader in key areas. As the parent company of the Group, it is divided into the segments "Micro Batteries", "Lithium-Ion CoinPower", "Consumer Batteries", "Energy Storage Systems" and "Other".
The "Micro Batteries" segment includes micro and hearing aid batteries, "Lithium-Ion CoinPower" small-format lithium-ion round cells for OEM applications. "Consumer Batteries" represents the business with household batteries, rechargeable batteries, chargers, portable power (power banks) and lights. “Energy Storage Systems" includes energy storage solutions for primarily private, but also for commercial applications. The "Other" segment includes the "Lithium-Ion Battery Packs" and "Lithium-Ion Large Cells" business units (high-performance lithium-ion round cells for industrial applications in the automotive and non-automotive sectors).
Through intensive research and development, VARTA sets global standards in many areas of lithium-ion technology and in micro batteries, making it a recognised innovation leader in the important growth markets of lithium-ion technology and in primary hearing aid batteries. The VARTA AG Group currently employs around 4,200 people. With five production and manufacturing facilities in Europe and Asia as well as distribution centres in Asia, Europe and the USA, VARTA AG's operating subsidiaries are currently active in over 100 countries worldwide.