SET unveils new brand identity
On Thursday the 12th of February , SET marked a significant milestone with the unveiling of a bold new brand identity at its “Our Future” launch event at Great Northern Classics in Derby. The rebrand reflects the company’s evolution, ambition, and expertise within a rapidly advancing industry.
From its beginnings as a specialist in stored energy solutions, SET has continually adapted to meet the needs of a changing market and its clients. The new identity reflects the company’s growth beyond its original positioning and SET’s commitment to shaping the future of sustainable, high-value technology systems.
While the company name remains SET, its meaning has evolved. Previously known as Stored Energy Technology, SET now stands for Shaping Evolutionary Thinking - a positioning that better reflects the company’s broader scope and forward-looking mindset.
Nick Andrew, Managing Director of SET, presented to industry peers on the history of SET, highlighting key milestones as well its vision and mission.
“Today is another proud day in the history of SET,” Nick said. “The new brand reinforces our belief that value should never be lost - it should be extended, reimagined, and renewed.”
SET is not simply a stored energy provider. It is an engineering-led organisation committed to expanding technical and operational boundaries, solving complex challenges, and redefining how value is sustained over time.
SET is recognised for designing, integrating and optimising advanced energy storage systems. Its new identity reflects expanded capabilities in lifecycle optimisation - reducing obsolescence, extending product life, and maximising long-term value for clients.
The refreshed logo retains the name SET, maintaining brand equity while introducing a more contemporary and dynamic visual identity. The new mark symbolises lifeforce, representing the principle that value should have no end. The visual system reflects motion, longevity and continuous renewal - all core themes of the company’s newly defined mission:
“A world where no value is lost to obsolescence.”
Guided by the tagline Innovate. Build. Repair., SET is reinforcing its commitment to extending the lifecycle of technology, reducing waste, and delivering sustainable, long-term solutions for its partners.
