Johnson Wax Professional Launches
New Identity
New York, June 17, 2002
Johnson Wax Professional has re-launched itself as JohnsonDiversey, reflecting the completion of its recent acquisition of DiverseyLever, formerly Unilever's institutional and industrial cleaning business. Leading brand strategy consultants Lippincott & Margulies developed the identity, comprehensive brand positioning and brand communication strategy for the new organization.
"JohnsonDiversey brings together our strengths, capabilities, values and aspirations," said Krista DiBerardino, strategic marketing leader of JohnsonDiversey. "Our brand strategy communicates our evolution beyond quality cleaning products to a trusted solutions provider for customers in a broader array of industries and geographies than either of the two organizations alone could have achieved."
"The positioning for JohnsonDiversey was developed through research that explored customers' business needs and their personal and emotional needs—the real brand drivers in the category. The resulting brand communication strategy uniquely positions the company in a favorable light within its customer segments," said Lippincott & Margulies senior partner Suzanne Hogan.
The JohnsonDiversey identity includes a new logotype and symbol—a blue water lily in blossom, signifying growth, purity, knowledge and a new beginning. Within the lily is a carnauba palm, evoking the long and vital heritage of Johnson Wax Professional. Together these elements represent the energy, experience and insight that JohnsonDiversey people bring to cleaning and hygiene challenges for their customers around the world.
"The JohnsonDiversey symbol is effective because it operates on several levels," said Lippincott & Margulies design partner Brendan Murphy. "On a purely visceral or emotional level it is aesthetically beautiful, while on an intellectual level it is loaded with positive cultural and natural symbolism."
In describing the visual identity and the tagline 'Clean is just the beginning', Ms. DiBerardino said, "They support our positioning and resonate very well with our audiences who appreciate the fresh look, the secondary meaning of our tagline and what each represents to our future."
The JohnsonDiversey identity and comprehensive visual system will be incorporated into a wide range of communication materials, including marketing collateral and the company's Web presence. The new identity can be viewed at www.johnsondiversey.com, a micro site developed by the Lippincott & Margulies Interactive Communications Group and unveiled on the date of the company's launch.
The acquisition creates the second largest company in the institutional and industrial market with approximately $2.6 billion in sales.
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