Comma reveals new corporate identity

Comma Oil has unveiled a new visual identity as it continues to strengthen its position as a leading supplier of trusted, quality products to aftermarket.

The re-brand includes the introduction of a new strapline and a contemporary new logo. The strapline, ‘Confidence comes from within’, reflects Comma’s confidence in the quality of its products, from the quality base stocks, production process and testing regimes, to its employees and motorsport testing ground. It also shows distributors and their technician and motorist customers, that they too can be confident in Comma’s products.

The logo, which marks a major departure from Comma’s outgoing red and blue design, is made up of two rings signifying not only the automotive nature of the business but also the company’s perpetual forward movement.

The new look continues into its packaging. Comma has introduced a distinctive new shape for its Performance Motor Oil (PMO) pack which features striking, clean lines exclusive to the Comma brand. New multilingual labelling carries the Union flag to reflect Comma’s heritage as a British brand whose products are manufactured in the UK and distributed in global markets.

Comma’s image overhaul signals the company entering a new era of growth and investment. Established in 1965 as a blender of traditional motor oils, Comma is now owned by leading conglomerate Cosan S.A. of São Paulo, Brazil. Under Cosan, Comma has continued to build on its excellent reputation for product and service quality, with Comma products now available in more than 40 countries.

Comma spokesman, Mike Bewsey, explains the thinking behind the re-brand, saying: “This is an exciting time for Comma. We are building our presence internationally and we wanted a new brand identity to reflect this era – something that better reflects the very high quality offer we have. We needed it to be bold, modern and instantly recognisable as Comma. Just as importantly, we wanted people to recognise that the Comma brand symbolises quality and a product that they can trust. We decided to focus on the theme of confidence as we believe it is essential to our position as a provider of world-class products, and all of the support we offer.”