The Gillette Company
A broader identity
The Gillette Company today is the global market leader in nearly a dozen major consumer products categories, principally in the grooming, portable power and oral care businesses.
Challenges
The Gillette Company was viewed by customers and the financial community as a manufacturer of men's shaving products, when in fact they operated in multiple businesses
Actions
Created a dynamic new logo and a strong, consistently applied visual system to heighten corporate visibility
Adopted new tag line: World Class Brands, Products, People
Provided the guidelines and standards to ensure proper application worldwide
Implemented new identity practices to promote the company's multi-brand leadership and global reach