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Johnson Controls Refreshes Corporate Identity

Johnson Controls is rolling out a new logo, corporate slogan and advertising campaign to underscore the development of Johnson Controls’ new vision – “a more comfortable, safe and sustainable world.”

The brand initiative evolved as a better way of communicating the ‘smart environments’ idea, according to Denise Zutz, vice president of strategy, investor relations and communication. “Our current customers, as well as those whom we’d like to serve in the future, are clear about what’s important to them. They want to do business with companies that can add value and proactively solve problems. As a result, we crafted our new slogan, ‘Ingenuity Welcome,’ to have two meanings: first, that we recognize people welcome innovation in products and services, and second, that we’re a company looking for people with great ideas.”

The company is rolling out the new slogan along with its new corporate identity, which it calls the “open globe,” to the 125 countries it serves through approximately 1,300 offices and plants worldwide. In the spring of 2008, Johnson Controls will launch an advertising campaign designed to communicate its capabilities to the marketplace.

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