Lubrizol Unveils Elevated Brand Expression

Brand evolution includes new tagline, refreshed logo and enhanced visual identity

CLEVELAND--(BUSINESS WIRE)--For nearly a century, Lubrizol has created extraordinary value at the intersection of life and science, delivering sustainable solutions that advance mobility, improve well-being and enhance modern life. Today the company celebrates that impact with the launch of a new brand expression, including a fresh logo, compelling new tagline, and a brand story that represents the best of the organization’s storied legacy and its optimism for its next 100 years.

“This exciting brand evolution reflects our Lubrizol brand promise, for all those we work with and all we enable,” said Rebecca Liebert, Lubrizol President & CEO. “Our new tagline ‘Imagined for Life. Enabled by Science.™’ 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 an experienced and committed Lubrizol team.”

Lubrizol’s innovation prowess began in a tiny Cleveland-based garage when Lubrizol invented its first automotive solutions to lubricate leaf springs on early automobiles. Ninety-seven years and thousands of patents later, the company continues to innovate breakthrough solutions driving impact across industries, from delivering clean drinking water to enabling efficient transportation to progressing modern infrastructure, supporting critical medicines and enhancing countless products used by consumers every day.

“From the cars you drive to the shampoo you wash your hair with to the running shoes you lace up for your daily walk, most of the world’s population uses Lubrizol-enabled products dozens of times a day,” Liebert added. “The average person may not fully realize the impacts our science has on daily life, but it is undeniable. The world needs Lubrizol and our teams.”

Today the company serves customers in more than 100 countries from more than 50 Lubrizol sites focused on advancing both local-for-local and global needs. To learn more about Lubrizol’s enhanced brand expression, visit www.Lubrizol.com/Brand.

About Lubrizol​

Lubrizol, a Berkshire Hathaway company, is a science-based company whose specialty chemistry delivers sustainable solutions to advance mobility, improve well-being and enhance modern life. Every day, the innovators of Lubrizol strive to create extraordinary value for customers at the intersection of science, market needs and business success, driving discovery and creating breakthrough solutions that enhance life and make the world work better. Founded in 1928, Lubrizol has global reach and local presence, with more than 100 manufacturing facilities, sales and technical offices and more than 7,000 employees around the world. For more information, visit www.Lubrizol.com.