ELF's visual identity: A New Momentum

ELF, which specializes in innovative high-tech lubricants and is a worldwide benchmark, present in more than 150 countries, is modernizing its visual identity. Its new hallmark compellingly reasserts the innovation, quality, performance and high technology upon which ELF was founded, mirroring its new international momentum. Its goal is to bring high-performance lubricants to ELF customers throughout the world.

Change within Continuity
It’s evolution, not revolution. Although the reinterpretation of graphic elements indicates a change, ELF aims to extend – and not to break away from - its identity. Since its inception in 1967, ELF has fuelled its ambitious market-conquering strategy with such concepts as daring, innovation, modernity, passion, competition and know how, growing alongside the international expansion of its partner carmakers. ELF has become the specialist for pioneering high-tech lubricants, and has acquired a new dimension: it has become a worldwide benchmark. The new visual identity unveiled in early 2005 is steeped in ELF’s founding values, but it is also a way to reassert its international strategy. ELF’s revitalized logo updates yet retains its key features (the white text on a black background, and the blue, white and red emblem). The rounder corners on the intertwined shapes, the white halo surrounding them, and the tilting underlined letters spelling the name ELF vigorously reassert the brands vocation; to supply high quality lubricants to its customers around the world.

“In a Nutshell, It Flows”!
A study asked ELF clients what they thought of the new logo in a survey conducted between April and July 2004. The replies speak for themselves. Here are a few of them “with this new logo, you can see what ELF’s strength is all about: Formula 1 and energy, the quest for technical performance and competition” ; “You feel attracted to the double blue and red blades shielded by a halo of light, it suggests something that’s alive, the technology of tomorrow”; The road, the racing, the cutting edge technology are all in there, the parts turning, they fit together, they’re moving forwards and they’re shining. In a nutshell, it flows”; the shining halo around the interlinked arrows gives the feeling of cleanliness of something that is protecting our environment”

So ELF’s name and new visual identity have been strengthened, instantly suggesting products packed with cutting edge technology, cementing ELF’s presence in the extremely selective market for world class lubricants. The logo update symbolizes ELF’s culture of excellence, which fuels its constantly renewed involvement in motor sports, with twenty nine worldwide titles in mechanical disciplines (fifteen in Formula 1 and fourteen in speed and off road motorcycle races). A culture and an instrument for conquering new markets in Europe, but also in all other high-potential zones. ELF lubricants were purpose-engineered for partner firms using its powerful Research and Development (R&D) capabilities. Today, they are made in several dozen manufacturing plants around the world, and are marketed by a prolific network of subsidiaries and distributors. ELF: accelerating growth.


Article by: ELF Lub International Magazine N° 12 - Winter 2004/2005