Carrier’s new brand ID
reflects its commitment
to sustainable systems
Mar 26, 2010 9:34 AM
Carrier Corporation unveiled a new Carrier brand identity emphasizing its roots in environmental stewardship and ongoing commitment to the development of sustainable systems. The new identity combines the elements of a stylized green leaf with the existing “turn to the experts” tag line. Carrier Corp is a unit of United Technologies Corp.
The leaf represents the universal symbol for the environment, with a design created exclusively for Carrier. The new sustainability brand identity will be used globally in advertisements and marketing literature and on service vehicles.
Since 1994, Carrier has been a leader in the phase-out of ozone-depleting refrigerants while introducing many energy-efficient heating, air-conditioning, and refrigeration systems. In 2007, the US Environmental Protection Agency awarded Carrier with its “Best of the Best” Stratospheric Ozone Protection Award.
Carrier’s energy efficiency building services have implemented more than $2.5 billion in energy savings at more than 2,000 sites, while its green building consulting services have helped companies and organizations, including the Beijing Olympic Village, achieve LEED (Leadership in Energy Efficient Design) certification.
On the operations side, Carrier doubled sales but held factory energy use flat from 1997 through 2005. Since 2006, the company has met its commitment to reduce greenhouse gas emissions by 3% each year. In 2009, two Carrier factories joined only nine others in the world to earn the US Green Building Council’s LEED rating for existing buildings.
A new marketing icon also has been introduced 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 new logo. The word “improve” represents Carrier’s belief in continuous improvement for products and services, improving people’s lives through the indoor environment, and the company’s culture of improvement that will not rest when it comes to the natural environment.
Visit www.carrier.com for more information.
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