“Kimberly-Clark Professional is one of the world’s most respected business-to-business brands,” said Jan Spencer, global president, Kimberly-Clark Professional. “We are innovating with new categories, new channels, new services and new ways of doing business. We are evolving from a series of local visual identities to a fresh, consistent worldwide approach with a unified brand strategy and graphic identity.”
The new global brand identity, to be phased in over a period of two years, incorporates a number of elements including a contemporary brand logo, a strategically and visually defined portfolio of six powerful, global brands, including Kleenex, Scott, Kimcare, WypAll, KleenGuard and Kimtech Brands; a unifying approach, with clean, consistent designs, for all communications materials—from product packaging and sales collateral to presentations and business cards.
According to Mr. Spencer, the new brand identity will benefit the company’s distribution channel partners and end-using customers by establishing global consistency in the brand promise of Kimberly-Clark Professional, allowing the company’s wide breadth of products to be bundled and marketed more effectively, while facilitating the handling, stocking and storing of products. He noted that there will be no changes to code numbers, brand names, contents, product quality or prices.