folder Filed in Rebrands
Oil giant Schlumberger rebrands to SLB to match its new identity and ambitions for a lower carbon future
By Monica Stankova access_time 3 min read

Schlumberger, the world’s largest oilfield services provider, is rebranding itself as a technology company and changing its name to SLB emphasizing its focus on “driving energy innovation for a balanced planet”.

Schlumberger has over 100-year-old history, the brand was originally named after its founders’ family name. Over the past century, the business has earned its place as a giant in oilfield services and equipment. Following industry developments and evolving with times, Schlumberger has dropped old-line products and is now repositioning itself as a digital services provider and supporter of cleaner energies.


Our new identity symbolizes SLB’s commitment to moving farther and faster in facilitating the world’s energy needs today and forging the road ahead for the energy transition. It’s a bold challenge. But the legacy of our people, technology and performance are unmatched, and we are ready to answer this challenge.

Olivier Le Peuch, CEO of SLB

The rebrand to the shorter, more pronounceable and memorable SLB comes with a new logo and brand colours too. It is a sign of the brand transition and new opening to new horizons of innovation and green energy.


Our new brand and strategy are built for this moment in our history. A moment that demands the need for a balanced energy system for our planet and the need to achieve and go beyond net zero to address the climate challenge. Everything we have chosen, from the shape of the logo to our new, bright blue color, symbolizes the boldness of our ambitions and ingenuity of our team to make the new energy future a reality. ’For a balanced planet’ is more than just our new tagline. It’s central to our purpose and our culture. It takes the incredible history of this world-class company, enhances it and moves it forward toward a more sustainable and net zero future.

Dr. Katharina Beumelburg, Chief Strategy and Sustainability Officer of SLB

Acronyms may be seen in some of the world’s most well-known company names, including IBM, NBC, CNN, and many more. Even though the meanings of the initials have long since been forgotten, these acronyms have stood the test of time and are now powerful global brand names.

The company has invested in an exact match premium three-letter .com domain name – SLB.com. Three-letters .com domains are precious as they are short and memorable, and global brands like SLB own over 60% of those names. Some of the biggest oil and gas leaders operate on premium domains, bringing credibility and authority.


How does your brand name match your company vision? What new horizons can a better name open? Get in touch if you feel your brand deserves a better name, we are always happy to help.

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