MUMBAI: If your great-grandfather tinkered with car springs in his garage, you’d probably call him eccentric. When Lubrizol does it, it’s called groundbreaking innovation. Nearly a century after beginning life in a humble Cleveland garage, Lubrizol just decided it needed a bit of an upgrade—no, not another invention, but rather a snazzy new logo and a compelling new tagline. Clearly, even groundbreaking science can use a style refresh.
On 18 March 2025, Lubrizol unveiled its new brand expression, including a modernised logo and the imaginative tagline: “Imagined for Life. Enabled by Science” It’s like Lubrizol put on a sharp new suit, ready to confidently stride into the next hundred years of innovation.
Lubrizol president & CEO Rebecca Liebert shared the company’s excitement, “This exciting brand evolution reflects our Lubrizol brand promise, for all those we work with and all we enable. 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.”
From leaf-spring lubricants in early automobiles to countless daily essentials used today—shampoo, running shoes, even clean drinking water—Lubrizol quietly enables everyday miracles behind the scenes. They’ve gathered thousands of patents over their impressive 97-year run. That’s more inventions than the number of times you’ve promised yourself you’d start exercising tomorrow.
“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, Lubrizol operates across more than 100 countries from over 50 sites, seamlessly blending local insights with global scale. It’s fair to say that their impact is as ubiquitous as your favourite social media app, only less addictive and infinitely more useful.