Lubrizol Unveils Elevated Brand Expression

India, March 19, 2025 – 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.”