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New Clorox Corporate Logo Better Reflects Sustainability Focus

The Clorox Company has launched a new corporate logo, marking the most signicant change in its visual branding identity since 1957. The company says the updated version of its iconic diamond mark with a brighter blue color and new accents of green better reflects the corporate brand with its focus on sustainability.

“Our new logo better communicates what The Clorox Company stands for today,” said Clorox chairman and CEO 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.”

Clorox says the new visual identity reflects the strength and direction of its brand portfolio, and underscores its commitment to sustainability and focus on natural products.

Clorox launched its Green Works line in Dec. 2007, and last year became the top-selling line of natural cleaners with a 42 percent market share.

The logo also uses “The Clorox Company” in its entirety as a way to distinguish the corporate identity from its flagship bleach brand.

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4 thoughts on “New Clorox Corporate Logo Better Reflects Sustainability Focus

  1. Designing logos is fun. Better still is writing the reams of justification BS to sell ’em and get paid. Which is used in the rebrand PR. This.. is a classic, on both brand values and in terms of spinning ‘green’. Bravo!

  2. Funny how a simple color change will help you lie to the American Public. Screw you, Clorox. You are so big, you could use your power for real environmental change, but you’re still just after the almighty dollar. No Clorox products in my home, ever.

  3. Have any of the above commentators even bothered to research the Clorox company? They’re #41 on the Forbe’s “World’s most sustainable companies” list and that’s after only 5 years of implementing a sustainability initiative into an already humungous product conglomerate (it takes a while to turn a huge ship). At the rate they’re going, they could be #1 in a few years. I’m sure they’re not perfect and I’m sure they certainly have some environmental skeletons in their closet, but so what? They’re actually making real and substantial strides in the right direction.

    I am in no way associated with the Clorox Company, but give credit where credit is due. I say bravo to the Clorox company for what they’re doing.

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