Castrol unveils refreshed brand identity
Lubricants giant Castrol has unveiled its refreshed brand identity, which it says is aimed at “better reflecting its unique positioning in the market and the opportunities it sees in meeting the changing needs of customers”.
Castrol is 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 a range of advanced EV Fluids including EV Transmission Fluids, EV Thermal Fluids and EV Greases – Castrol ON; and has announced plans to invest around $60 million in a new, state-of-the-art electric vehicle 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 their portfolio of products.
The refreshed brand identity is the result of a comprehensive brand strategy process, which included extensive research, analysis, and input from stakeholders, customers, and industry experts, Castrol says.
The updated logo features a more “modern, dynamic, and vibrant design”, with a focus on the firm’s core strengths and differentiators as Castrol aims to broaden appeal with a more diverse customer base in lubricants, services and solutions.
It maintains Castrol’s iconic red, green and white colours, which are strongly associated with the brand and is set to improve brand memorability digitally.
“I believe that refreshing a globally recognised brand is not just about changing its appearance or messaging,” said Michelle Jou, chief executive 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,” she added.
Walsh Lubricants is Castrol’s national authorised distributor for automotive, commercial and heavy duty lubricants in Ireland.
For further information on products, specifications, and the latest trade offers, contact its sales team by phone: +353 (0)21 488 9814 or email: sales@walshlubricants.ie.