Industry News | March 1, 2010

JohnsonDiversey, Inc. Shortens Corporate Name

JohnsonDiversey, Inc. and JohnsonDiversey Holdings, Inc. today announced that the board of directors of both entities has approved a change of their corporate names.

JohnsonDiversey, Inc. is changing its name to Diversey, Inc. and JohnsonDiversey Holdings, Inc. is changing its name to Diversey Holdings, Inc., both effective immediately. The corporation's operating companies are also changing their legal names to reference Diversey. Concurrent with the name change, Diversey, Inc. is adopting a new corporate identity, branding and tagline, "for a cleaner, healthier future."

"Today represents an important milestone in the history of our company," says S. Curtis Johnson, Diversey's chairman. "Our new identity and tagline captures our people's passion for helping to make our world cleaner, healthier, and safer for future generations."

Added Diversey president and CEO Ed Lonergan, "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 corporation's new name and brand are captured in a new logo that includes the Diversey name and a stylized water lily – a reflection of the company's heritage of environmental leadership. The bright, clean and contemporary qualities of the new mark connote the spirit of the brand. In selected applications, the logo appears with the new tagline "for a cleaner, healthier future," further strengthening the message of the company's purpose. The new logo and tagline are two elements of a broader rebranding of the organization that will touch every piece of communication worldwide.

Diversey's new identity, branding, and tagline will be introduced in a phased approach over the next two years. Diversey will showcase its new brand at upcoming industry shows and customer events, including the largest trade show for the cleaning and sanitation industry, ISSA Interclean, to be held April 26-29, in Amsterdam.

Diversey will also host a daylong summit on climate change for its customers and business partners just prior to Interclean, a further demonstration of its industry leadership in sustainability and environmental issues.

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