For nearly a century, Lubrizol has created extraordinary value at the intersection of life and science. During our nearly 100-year history, we’ve evolved from a pioneer in transportation to a pioneer in transformation, creating breakthrough solutions for a variety of industries that enhance life and make the modern world work better.
We are celebrating that impact with an evolved brand expression that represents the best of who we are today and our optimism for our next 100 years.
Collaborative Progress
As partners in progress, our science-based innovators apply their technical skills and ingenuity to the challenges our customers face to develop market-driven solutions that increase their competitive appeal and drive their commercial success.
An inspired brand for our next horizon of growth.
We are celebrating our broad impact with an evolved brand expression that represents the best of who we are today and our optimism for our next 100 years. This includes an elevated logo.
This enhancement starts with reimagining the accent line under Lubrizol as an end-to end horizon line, representing the impact we have across the world and symbolic of the balance we bring from life need to scientific solution.
You’ll see us leverage an optimistic cyan as part of our primary color, representing the energy we bring to all those we work with, and a variety of other strategic, intentional design attributes.
Lubrizol’s strategic brand imperatives.
Throughout our brand expression, you will see a commitment to:
Breakthrough Innovation
Lubrizol is synonymous with quality and technical leadership, and our organization is constantly and consistently innovating. We’re committed to improving the performance of the things people and businesses need every day, including sustainable solutions and next-generation formulas.
Market-Driven Approach
We don’t just react to the latest regulations and trends, we help shape them. We use our market knowledge and insights to develop new solutions as an agile and responsive leader.
Global Trust, Local Presence
Our near 100-year legacy, backed by Berkshire Hathaway, promotes customer trust. Our established local-for-local capabilities, investments and talent enable us to execute with speed based on regional needs, trends and opportunities.
Science-Based Innovators
Lubrizol’s progress is powered by the expertise, passion and commitment of the very best talent in the industry. Team Lubrizol applies a breadth and depth of chemistry, science and business acumen to help Lubrizol and our customers grow.
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“This exciting brand evolution reflects our Lubrizol brand promise, for all those we work with and all we enable. Our new tagline ‘Imagined for Life. Enabled by Science.TM reflects the impact Lubrizol has on everyday life and the science that makes it possible. Our enhanced brand expression is backed by all the great things Lubrizol is revered for today, including our technical innovation, quality and collaborative partnership, delivered by the best and brightest talent in the industry.”
Rebecca Liebert
Lubrizol President & CEO
