We are changing our brand image. 

We are becoming more modern, more uniform, clearer, more emotional and even more concise. And above all, we are putting our customers at the center of everything we do. 

We are in the middle of the process. That's why there will still be changes. But the basic concept is in place. You will already encounter the new design in some places, because we have to test and adapt it under real conditions.

The official launch will take place in November. There will be accompanying communication in advance - both internally and externally.

We would like to give you a taste of what you can expect in this short video.

Clear design. Strong brand. Consistent appearance. Our appearance is high-quality and unmistakable - just like our products. Here we show you how LIQUI MOLY becomes visible worldwide: bold, impressive and unique.

LIQUI MOLY or Liqui Moly - you or you? Cheeky or formal? Defining and applying a uniform tone of voice and spelling requires a lot of dexterity and a feel for language. Especially when a company is as diverse and dynamic as ours.

That's why, in addition to a clear, stringent image, consistent communication with our customers and partners is important in order to convey homogeneity, authenticity and professionalism. In addition to the corporate design, the corporate wording also has a lasting impact on the identity and image of our company.

For this reason, as part of our brand realignment, we have defined a few rules, building blocks and tools that should serve as the ideal communicative line on our path to success: the TONE OF VOICE.

We always choose the tone of voice to suit the situation and target group: smart, relaxed and charming for image advertising and selected topics. For product advertising, press releases, technical topics and business correspondence, we tend to be clear, factual and straightforward.

We are not arrogant and do not take ourselves too seriously. In other words, we always communicate authentically and at eye level - because we take a close look and empathize with our partners and customers.

We use a "you" approach in our social media communication.

The "you" approach in all other applications.

FOR THE DRIVERS is always written in capitals and without a period. We use the English-language form throughout the world, i.e. translation is not permitted.

Important: FOR THE DRIVERS is not a short-term slogan, but a long-term brand statement. The claim expresses what we stand for as a company - our claim, our values, our positioning. It is registered in the trademark register and therefore enjoys international trademark protection.

A variation such as FOR THE RIDERS is neither protected nor desired under trademark law. This would dilute our claim and open the door to further adaptations. This must be strictly avoided. The only alternative is to omit the claim if it is inappropriate. In areas where DRIVERS is not used (e.g. motorcycle, bike and marine), we do not use the claim. Instead, we work with selective, campaign-specific slogans that suit the target group. In addition, there is always the option of adding the relevant competence line to our logo.

Exception using the motorcycle example: If text animation is used (e.g. analogous to the animated roundel in our I love you video "FOR THE DREAMERS > FOR THE ENTHUSIASTS > FOR THE CRUISERS > FOR THE RIDERS > FOR THE DRIVERS), our claim can be used at the end if a clear reference to our motorcycle products was previously recognizable. In these cases, the claim does not refer to the motorcycle sector, but builds a bridge to our core positioning as a company.

Depending on the intended use, the following logo variants can be used:

• logo only

  Can be used universally if the communication does not pursue a direct advertising approach and there are no trademark concerns due to the clear product context.

• Logo with claim

  Used whenever brand awareness is to be generated and there is a direct context to our products and/or services through the motif or headline.

• Logo with competence line MOTOR OILS // ADDITIVE // CAR CARE

  Used when the focus should be on our product range or when a clear reference to our product portfolio must be established in terms of trademark law.

• Logo with competence line MOTOR OILS // ADDITIVE

  Use as above, but only in product lines (e.g. Motorbike, Marine) and countries in which our car care range is not available. A sector-specific addition with neologisms such as MOTORCYCLE CARE or BOAT CARE is not desired.

General information on trademark law:

There must be a clear reference to our brand/products in every advertisement. We may not use other brands to showcase ours. The other brands must not overlay ours. The easiest way to do this is through a direct product reference. Otherwise by using appropriate headlines and/or our logo with a competence line.

We put a period.

We always put a period after headlines, sublines and copy. Exceptions: Our claim FOR THE DRIVERS and headlines that consist exclusively of product names or categories do not require a period.

Headlines and sublines.

We only write headlines and subheadlines in capital letters. Due to the mandatory legal requirements regarding digital accessibility, exceptions are only permitted on our website.

LIQUI MOLY not in headlines.

We are self-confident and therefore do not engage in name-dropping. Our logo and design are concise enough and are completely sufficient as a strong sender.

Spelling.

We write LIQUI MOLY in capitals and without a hyphen. Always and everywhere.

Word combinations with LIQUI MOLY.

Word combinations with our company name are always hyphenated (e.g. LIQUI MOLY products, LIQUI MOLY customers, etc.)

Word combinations.

Always spell words together if possible (oil service instead of oil service, gasoline additive instead of gasoline additive, etc.). Avoid hyphens in order not to interrupt the reading flow. Exceptions should only be made if legibility or comprehensibility would no longer be ensured or if a part of a word is to be deliberately emphasized.