SET has revealed a new brand identity at its “Our Future” launch event at Great Northern Classics in Derby, signalling a decisive step in the company’s evolution.
The rebrand reflects SET’s growth from a specialist in stored energy solutions into a broader, engineering-led organisation focused on sustainable, high-value technology systems. While the name remains unchanged, its meaning has shifted. Previously known as Stored Energy Technology, SET now stands for Shaping Evolutionary Thinking, a move designed to capture its expanded scope and forward-looking mindset.
Nick Andrew, Managing Director of SET, addressed industry peers at the launch, outlining the company’s journey and future direction.
“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.”
Over recent years, SET has built a reputation for designing, integrating and optimising advanced energy storage systems. The new identity reflects a growing emphasis on lifecycle optimisation, helping clients reduce obsolescence, extend product life and extract greater long-term value from their assets.
The refreshed logo retains the SET name to preserve established brand equity, while introducing a more contemporary and dynamic visual language. The new mark is intended to symbolise lifeforce and continuity, aligning with the company’s mission: “A world where no value is lost to obsolescence.”
Guided by the tagline “Innovate. Build. Repair.”, SET is positioning itself as more than a technology provider. It is defining a role centred on extending the lifecycle of complex systems, reducing waste and delivering solutions that combine technical depth with long-term sustainability.
The launch marks not a change in direction, but a clearer articulation of what the company has become, and where it intends to lead.
