Salih Karadeniz
Castrol, a global leader in lubricants, part of the bp group, today unveils its refreshed brand, including an updated look and feel. The brand refresh is aimed at better reflecting its unique positioning in the market and the opportunities it sees in meeting the changing needs of customers.
Castrol, a leading lubricants provider under the bp Group, has launched a refreshed brand with an updated logo and look to better reflect its market position and commitment to meeting customers' changing needs. The company is also expanding its offerings to provide complementary solutions and services to its core lubricants business, including its range of EV Fluids called Castrol ON, which includes EV Greases, EV Thermal Fluids, and EV Transmission Fluids.
Castrol has announced plans to invest approximately $60 million in a new EV battery testing center and analytical laboratory in the UK. The new brand identity, which follows an extensive brand strategy process involving input from stakeholders, customers, and industry experts, features a modern, dynamic, and vibrant design with a focus on the company's core strengths and differentiators.
The new logo retains Castrol's iconic red, green, and white colors, which are strongly associated with the brand and aimed at improving brand memorability digitally. Additionally, the brand refresh includes a new sonic identity designed to enhance the refreshed visual look and feel, with music and sound design that strongly elicits feelings of acceleration, forward momentum, and dynamic movement.
Castrol's refreshed brand identity aims to broaden its appeal to a more diverse customer base in lubricants, services, and solutions, as the company continues to explore opportunities to provide value-added solutions and services.