Castrol has unveiled a refreshed brand, which includes a new logo. It comes as the company reveals it’s investing around $60 million in a new electric car battery testing centre and analytical laboratory in the UK.
The updated logo retains Castrol’s famous red, green and white colours, but features what the company calls a more modern, dynamic and vibrant design.
The refreshed brand identity is being rolled out in stages across all of Castrol’s European operations this year and into 2024, on product packaging, service partnership programmes, facilities, online and offline marketing and global sponsorship assets.
“We are excited to launch our refreshed brand, which represents an exciting chapter for our company,” said Nicola Buck, chief marketing officer of Castrol. “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.”
The brand refresh also includes a new sonic identity. It has been crafted 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 new sonic identity is a powerful future distinctive brand asset that will drive awareness and memorability.
Castrol says that these changes will provide a more engaging, memorable, and effective brand experience for its audiences.
