‘Castrol ON’ Launches with Logo and Packaging by Williams Murray Hamm
Castrol has collaborated with long time branding partner Williams Murray Hamm (WMH), to create the name and identity for a new umbrella brand that will cover its range of ‘e-fluids’ for the electric vehicle market.
Launching from this month onward, Castrol ON visibly signals the business’s move into electric mobility.
The automotive lubricants giant approached WMH over 18 months ago to create the positioning, name, and identity for the new range of products, which are already being used by the likes of the Jaguar Racing Formula E Team.
With the goal to position Castrol as pioneers in e-mobility, WMH says it wanted to create a brand “that was forward thinking, bright, and futuristic”.
“Positioning Castrol as a business that helps the global switch to electrification, the name ‘ON’ was established as the brand name and created simultaneously with the brand identity which uses the globally familiar digital toggle button – swiping from left/off to right/on – as inspiration,” explains the WMH design team.
Adding: “Easily recognisable, the physical movement is represented on the graphic, as the ‘O’ comes from a colour gradient going from dark blue, through vivid blue to bright fluorescent green communicating its e-mobility credentials. The silver ‘O’ and ‘N’, at a slight angle shows a brand forever in motion and always moving forward whilst emitting a future-focused feel. In its online activated state, the Castrol ON switch energises illuminated graphics, while the energy lines communicate progress and show how Castrol ON helps to make the switch to an electric future.”
“The launch of Castrol ON is a clear indication of the work we are doing at Castrol to help drive the electric vehicle sector forward. The new name and identity are crucial to position Castrol as a credible player in this future market,” further comments Phil Neck, global marketing lead for Castrol e-Fluids.
Williams Murray Hamm