Castrol, a global leader in lubricants and part of global integrated energy company bp, unveiled its refreshed brand on Wednesday. The new branding includes an updated look and feel, while also marking a new milestone in the company's development.

Featuring a more modern, dynamic and vibrant design, the company's updated logo demonstrates Castrol's core strengths and differentiators along with its aims to broaden appeal with a more diverse customer base in lubricants, services and solutions, according to the company. The new logo maintains Castrol's iconic red, green and white colors, which are strongly associated with the brand, and is set to improve brand memorability digitally.

According to Michelle Jou, CEO of Castrol, the drive towards lower-carbon transforming tastes in travel and the rapidly expanding data industry have led to fundamental changes in consumer behavior. The brand refresh will help to better demonstrate Castrol's positioning in the market and the opportunities the company sees in meeting the changing needs of customers.

"This brand refresh builds on the things that make us a leading global player in our industries, and in particular, the pioneering spirit of our founder Charles Wakefield, who established Castrol 124 years ago," Jou said. "It reflects Castrol's commitment to investing in the future and creating new opportunities for growth and success."

Castrol has been exploring opportunities to provide solutions and services to complement its core lubricants business and provide additional value to customers.

It has introduced a variety of advanced electric vehicle fluids including transmission fluids, thermal fluids and greases under the brand Castrol ON and has announced plans to invest around $60 million in a new, state-of-the-art EV battery testing center and analytical laboratory in the United Kingdom. The Castrol ON-branded immersion cooling fluid for use in data centers has now been fully approved by Submer for use across their portfolio of products, Jou said.

"Change is vital for Castrol to thrive. We're signaling to the world that we are set for the future," Jou said. "Castrol is helping customers to accelerate their progress, helping them move onward, upward and forward.

"'Onward' means helping people and goods move better. 'Upward' is helping machines perform better. 'Forward' is helping our customers to achieve their aspirations," she added.

Castrol is ready to embrace emerging opportunities in sectors such as EV and data services. It is also keen to expand investments and partnerships in China, which has seen its economy recover in the wake of the COVID-19 pandemic. It will also accelerate the business development in commercial vehicle and industrial areas, the company said.

"In China, we have recently invested in expanding and upgrading the EV lab in Castrol Technology Center in Shanghai," Jou said. "With great technical capabilities and state-of-the-art testing facilities, we will co-engineer with original equipment manufacturers of EVs as well as top tier players to address customer specific requests," Jou said.

"China is a very important market for Castrol and has been a key growth engine in the past decade. Our China business today covers cars, commercial vehicles, industrial and marine applications, and we are proud to say we hold a leading position in the premium lubricant market for cars. We are fully committed to continuing to invest in the country," she added.