Celebrating 100 years of
PETRONAS Lubricants International
PETRONAS Lubricants International is world-renowned for their high-quality automotive and industrial lubricants, most notably their Fluid Technology SolutionsTM which powers MERCEDES AMG PETRONAS Formula One team’s Silver Arrows.
In 2012, PLI marked its centennial year since its beginnings in Turin, Italy. A global campaign was launched to celebrate its rich heritage and its future technologies.
Together with ECD Eric Cruz, and his team at Leo Burnett Kuala Lumpur, we crafted a campaign which included a logomark and identity that I helped art direct and design.
The logomark is created from a combination of a hexagon and a drop of fluid to form the “0’s” in the 100.
The hexagon represents the fluid on a molecular scale, representing PETRONAS Lubricants International’s commitment to research and innovation, while the fluid drop represents “fluids.”
The colour gold and the “100” represents “heritage.”
Helvetica Neue was chosen to synergise the campaign with the PETRONAS brand.
The logomark becomes dynamic in different 2d and 3d forms across various applications.
I played the part in: Art Direction, Design
Scope: Identity, Print, Environmental Graphics
In collaboration with: ECD Eric Cruz, Aaron Tan + team
During time at: Leo Burnett Kuala Lumpur
Client: PETRONAS Lubricants International
Made in: Kuala Lumpur, Malaysia