The Clorox Company has introduced a rebrand that retains its iconic diamond mark, but which feels reenergized and more modern. The company owns many well-known cleaning products such as Clorox Bleach and Pine-Sol, but it also owns such diverse brands as Burt’s Bees, Kingsford charcoal, and Hidden Valley (food products).
The old logo, diamond, and brand colors solidly tied the parent brand only to the bleach- or cleaning-related products, not to all of the others. The bleach connection was especially inappropriate for Clorox’s food and cosmetic brands. The rebranding does not focus just on cleaning, according to a company release. “[It] crystallized our purpose to champion people to be well and thrive every single day.”