Corporate Eye

The Clorox Company Unveils New Logo with a Green Twist

Both The Clorox Company and the Clorox brand have long been linked with the colors of blue and white.  It’s not surprising since those two color create a sense of cleanliness and purity — exactly what the Clorox product stands for.  If you want something insanely clean, use Clorox.

However, in recent years, The Clorox Company has worked hard to revamp the Clorox brand image in an effort to get away from the “chemical” image it conveyed and move more toward an environmentally-friendly image.  The company released new products and new formulas for existing products as well as new packaging with a concentrated effort in bringing “green” to the brand.  Now, the effort has come full circle.

Last week, The Clorox Company unveiled a new logo that adds a new color to the blue and white that has been a tangible representation of the Clorox brand for more decades than most of us have been alive.  That new color is green.  Also, the blue color is lighter and brighter.  You can see the old logo and new logos below.

Old Logo


New Logo


According to the press release from The Clorox Company, the new logo is modern and better reflects the brand’s image in the 21st century.

“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.”

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.

This logo redesign certainly does seem to be an improvement and should help the company in its efforts at driving focus to their more environmentally-friendly positioning.  What do you think?  Leave a comment and share your thoughts.

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.