Lubrizol
BRAND IDENTITY, 2024
CLIENT:
Lubrizol
STUDIO:
OTTO Brand Lab︎︎︎
ROLE:
Art Director, Lead Designer
Lubrizol is a science-based global company providing specialty chemicals for various markets. OTTO's design team modernized Lubrizol's corporate identity with a new logo, tagline, and brand identity. I developed and led the design of the brand identity, which goes beyond Lubrizol's industrial heritage to adopt a more modern and dynamic approach that reflects the company’s growth and global reach.
Creative Direction: David Kohler
Logo Design: Michael Dula
Design Direction: Lindsey Blake
Art Direction: Natalia Corletto
Design: Natalia Corletto, Sandrine Gautheret, Lindsey Blake
Project Management: Hope Kohler-Pinto
The brand system was derived from the new Lubrizol logo (designed by Michael Dula), which suggests the horizon and evokes the company's forward momentum.
We were tasked with creating a versatile brand that easily translates to science for health, beauty, and industrial applications, unifying communications between its different industries to create a more cohesive visual system.
The primary Horizon Device is the main visual element that reinforces the brand’s identity. I also drew inspiration from the appearance of ripples in water and created a secondary graphic device that represents the company’s global impact and extensive wave of innovation.
The Collaboration Device complements the Horizon Device and adds variety and flexibility to the overall system. The new system was designed to be adaptable across platforms and formats, from digital to print, ensuring a consistent brand identity in any context.
The primary Horizon Device is the main visual element that reinforces the brand’s identity. I also drew inspiration from the appearance of ripples in water and created a secondary graphic device that represents the company’s global impact and extensive wave of innovation.
The Collaboration Device complements the Horizon Device and adds variety and flexibility to the overall system. The new system was designed to be adaptable across platforms and formats, from digital to print, ensuring a consistent brand identity in any context.
The Collaboration Device complements the Horizon Device and adds variety and flexibility to the overall system. The new system was designed to be adaptable across platforms and formats, from digital to print, ensuring a consistent brand identity in any context.
