Castrol has unveiled its refreshed brand, including an updated look and feel, in a bid to better reflect its positioning in the market and the opportunities it sees in meeting the changing needs of customers.
Castrol will be exploring opportunities to provide solutions and services that will complement its core lubricants business and provide additional value to customers. For example, the company already has Castrol ON – a range of advanced electric vehicle (EV) fluids including EV Transmission Fluids, EV Thermal Fluids and EV Greases; and has announced plans to invest around $60 million in an EV battery testing centre and analytical laboratory in the UK. Castrol’s ON immersion cooling fluid for use in data centres has now been fully approved by Submer for use across its portfolio of products.
The refreshed brand identity is the result of a brand strategy process, which included extensive research, analysis, and input from stakeholders, customers, and industry experts. The updated logo features a more modern, dynamic, and vibrant design, with a focus on Castrol’s core strengths and differentiators as the company aims to broaden its appeal among a more diverse customer base for lubricants, services and solutions. It maintains Castrol’s red, green and white colours, which are strongly associated with the brand, and is hoped will improve brand memorability online.
The refreshed brand identity is being rolled out in stages across all of Castrol’s European operations this year and into 2024, ultimately becoming visible on all of its product packaging, service partnership programmes, facilities, online and offline marketing, and global sponsorship assets.
Nicola Buck, Chief Marketing Officer of Castrol, said: “We are excited to launch our refreshed brand, which represents an exciting chapter for our company. Our refreshed brand identity reflects our commitment to investing in the future and creating new opportunities for growth and success.
“The worlds of mobility and industry are facing faster-than-ever changes as the world transforms and aims for net zero, and customers want more sustainable solutions. Change is vital for Castrol to thrive. We’re signalling to the world that we are set for the future.
“I believe that refreshing a globally recognised brand is not just about changing its appearance or messaging,” adds Michelle Jou, CEO of Castrol. “It’s about reinvigorating its essence, and relevance in today’s world. We need to listen to our customers, understand their evolving needs and aspirations, and leverage our core strengths to be a brand that inspires them. A refreshed brand should not be just a cosmetic exercise; in my view it’s a strategic imperative that drives growth, differentiation, and long-term success.”
