(Est. 1886) “SC Johnson is a family company dedicated to innovative, high-quality products, excellence in the workplace and a long-term commitment to the environment and the communities in which it operates. Based in the USA, the company is one of the world’s leading manufacturers of household cleaning products and products for home storage, air care, pest control and shoe care, as well as professional products. It markets such well-known brands as GLADE®, KIWI®, OFF!®, PLEDGE®, RAID®, SCRUBBING BUBBLES®, SHOUT®, WINDEX® and ZIPLOC® in the U.S. and beyond, with brands marketed outside the U.S. including AUTAN®, TANA®, BAMA®, BAYGON®, BRISE®, KABIKILLER®, KLEAR®, MR MUSCLE® and RIDSECT®. The 132-year-old company, which generates $10 billion in sales, employs approximately 13,000 people globally and sells products in virtually every country around the world.”
For the first time in nearly two decades, the company behind such ubiquitous and famous products as Windex®, Pledge®, Ziploc® and Glade® is updating its identity and putting a spotlight on its purpose by adopting a new tagline.
SC Johnson, which since 1998 has referred to itself as “A Family Company,” will now be known as “A Family Company at Work for a Better World.” For the global company, it’s not just a tagline – it’s a reminder that SC Johnson holds itself to a higher standard.
Images (opinion after)
There is not a whole lot of info about this one and my first inclination was to put this as a Spotted but then I remembered SC Johnson is, like, huge and shouldn’t be left off the hook so easily. The old logo wasn’t great; somewhat confusing too as to what in the world those two things were nestled in the giant “J”. The new logo gets rid of said two things but keeps the annoyingly large “J” and puts the “SC” — which stands for Samuel Curtis (Johnson), the company’s founder — sort of inside it so that the logo now reads more fully as SC Johnson. The “SC” has been rendered in the same style as the rest of the letters but their sizing is caught somewhere in small caps purgatory with the letters being taller than the lowercase but shorter than the “J” and the ascender of the “h”. The “S”, by the way, is the same as the small “S” but scaled up, which is not how you make proper uppercase letters. Everything about this is sloppy and it’s a shame because this could have been a cool font-revival-kind-of-job. The new tagline is the same as before but now with more guilt.