In 2010, Carrier will be using new sustainability branding for the company.  Carrier will add a stylized green leaf to its existing “turn to the experts” tag line under the Carrier oval.  According to Carrier President Gerau Darnis, “Carrier’s environmental strategy has been clear and consistent for two decades and now defines our brand identity.  We know we are experts in sustainability. Now our brand logo clearly reflects that for the marketplace.”

John Mandyck, Carrier’s vice president of Sustainability & Environmental Strategies, added, “Carrier is the first company in our industry to directly incorporate sustainability into its brand, reinforcing our environmental leadership.”

The leaf was chosen as a universal symbol for the environment, with a unique design exclusively for Carrier. It reflects Carrier’s environmental advancements in products, services and operations. The new sustainability brand identity will be used globally starting in 2010 for advertisements, marketing literature and vehicles.

Carrier will also introduce a new marketing icon to graphically unite Carrier’s sustainable products and services across brand segments and diverse product markets.  This icon builds on the word “improve” using the same leaf element as the logo.  The word “improve” was chosen because it holds several positive meanings in the context of our marketing strategy.  It speaks to what we do: Carrier improves the world around us, indoor and outdoor; we improve people’s lives; we continuously improve our products and services; our culture of improvement will not allow us to rest when it comes to the environment.

 

Guidelines for use of the new sustainability brand identity and icon are currently under development.  For co-op approved advertising in 2010, the logo with or without the leaf will be approved.  For more details see your territory manager.