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Bleaching Its Old Image: Clorox Gets a New Logo

| Tuesday October 5th, 2010 | 3 Comments

The Clorox Company underwent a face lift, unveiling a new corporate logo emphasizing a focus on sustainability. The new logo is a modification of its prior logo.

The name went from being displayed as just Clorox to The Clorox Company, hinting at a diversified product range.  The diamond went from a solid blue line, to a combination of solid blue and striped green, hinting at an eco-friendly image. However, is this make over mere green washing?  Or is it reflective of a truly sustainable company?

Two years ago, The Clorox Company released an eco-friendly cleaning line branded Green Works.  This was met with both embrace and ridicule.  The Sierra Club touted the innovation.  Yet critics prodded as to why the company could not make all their products eco-friendly.

Furthermore, there is still the question of whether or not the companies flagship product, Clorox bleach is eco-friendly itself.  On the one side, chlorine, a main ingredient in bleach, is said to create toxic dioxins when used to make plastics, paper, pesticides, and many industrial chemicals.  On the flip side, household bleach does not contain free chlorine, and degrades to just salt and water once used.  There is said to be no harm to the environment.

Yes, The Clorox Company buzzes with products that appear eco-friendly, such as, Brita filters, Burt’s Bees, and Green Works.  And there are products that put a stinger on sustainability efforts, such as PineSol, Tilex, and Formula 409.  However, systems thinking suggests sustainability goes beyond just the end user product.

We must take the whole system of The Clorox Company into account.  When it comes to reducing the impact of GHG, energy, water, and waste, it appears the company is within reach of its target reductions by 2017.  Also, packaging impacts include 100% recycled content in 90% of its packaging, reducing 45% packaging material from Glad trash bags, and removing PVC from Burt’s Bees products.

Is the company green washing?  No, it appears The Clorox Company is making a genuine effort towards sustainability.  Is it a truly sustainable company?  While the company has made great strides in cleaning up its act, it has the challenge of pollinating its eco-friendly successes across 100% of its product line.

However, we must distinguish between a company that had sustainability in mind from the start, like Seventh Generation, and a century old company that is transitioning towards sustainability, like The Clorox Company.  Change is not going to happen over night, especially for an established company.  But the Clorox Company is flying in the right direction, the sustainable direction.


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  • Robert Coombs

    Great post – thanks for the detail on Chlorox to help us better understand what positive changes they are making. Interesting to note that when the Green Works products were launched, Chlorox did not grab share at the expense of existing brands such as Method. They actually grew segment sales, converting consumers that weren’t using sustainable cleaning products before.

  • Jenna

    I am pleased that Clorox is making this transition. The company has been around since 1913, let’s give them time to catch up to Seventh Generation and Method…

    • Heidi

      If the company has been around since 1913, time isn’t really want they need to catch up. why should they get time to “catch up” they have been around a lot longer than either method or seventh generation, and if they were truly Green they would have been on the forefront of innovation in sustainability, not a “me too” company.