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Most dramatic change in visual identity since 1957.
October 1, 2010
By: TOM BRANNA
Editor
The Clorox Company has a new corporate logo, marking the most dramatic change in its visual identity since 1957. Using an updated version of the company’s iconic diamond mark, a brighter blue color and new accents of green, the logo better reflects the corporate brand today as it heads toward its centennial anniversary in 2013. “Our new logo better communicates what The Clorox Company stands for today,” said Clorox chairman and chief executive Don Knauss. “We’ve kept visual elements that reflect our heritage but we emphasized our forward-thinking mindset and objective to achieve strong growth, drive innovation and focus on sustainability.” Designed in-house, the new visual identity presents the company as modern and evolving, reflects the strength and direction of its brand portfolio, and underscores its commitment to sustainability and focus on natural products. The logo also utilizes “The Clorox Company” in its entirety as a way to distinguish the corporate identity from its flagship bleach brand.
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