Cleaning & Maintenance Management Online

New name, branding for JohnsonDiversey

March 1, 2010
STURTEVANT, WI — Leading global provider of commercial cleaning, sanitation and hygiene solutions JohnsonDiversey Inc. and JohnsonDiversey Holdings Inc. are changing their names to Diversey Inc. and Diversey Holdings Inc., respectively, effective immediately, according to a press release.
According to the release, the name change — approved by the board of directors for both entities — will coincide with an overhaul of the identity and branding of the company, centered on the principles of its new tagline: "for a cleaner, healthier future."
Diversey President and CEO Ed Lonergan, said: "Simplifying our name to Diversey and adopting a meaningful, unified global brand image derives from our commitment to provide our customers and their employees with superior and sustainable cleaning, sanitizing and hygiene solutions. Our new brand strengthens our ability to communicate the benefits of our high quality products and services."
The new name, tagline and logo — featuring a water lily to reflect the company''s commitment to environmental leadership — will have a phased roll out over the next two years, beginning with the demonstration of its new brand at ISSA Interclean, the largest trade show for the cleaning and sanitation industry, held April 26 - 29 in Amsterdam, Netherlands, the release stated.
In accordance with its dedication to sustainability and the environment, Diversey will also hold a one-day summit with a focus on climate change, the release noted.
The Diversey name has a long history that began in 1923 with the Diversey Corporation in Chicago, the release added.
Click here to read the complete release.