Williams Murray Hamm (WMH) recently created the name and identity for a new umbrella brand for Castrol that will cover its range of e-Fluids for the electric vehicle market. Launching March 2021, Castrol ON visibly signals the business's move into electric mobility.
Castrol approached WMH over 18 months ago to create the positioning, name and identity for this advanced range of products which are already used by the Jaguar Racing Formula E Team. Focusing on the desire to position Castrol as a pioneer in e-mobility, WMH wanted to create a brand that was forward-thinking, bright and futuristic. 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.
Easily recognizable, the physical movement is represented on the graphic, as the 'O' comes from a color 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 energizes illuminated graphics, while the energy lines communicate progress and show how Castrol ON helps to make the switch to an electric future.