Energizer Design & Branding ENERGIZER HOLDINGS LOGO by J. Walter Thompson New York

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Industry Batteries
Media Design & Branding
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Sarah Barclay
Released December 2011

Credits & Description

Category: Logo Design
Chief Creative Officer: Peter Nicholson (JWT New York)
Executive Creative Director/Design Director: Aaron Padin (JWT New York)
Executive Creative Director: Sarah Barclay (JWT New York)
Art Directors: Akira Nakamura/Alison Parker (JWT New York)
President, dotJWT: John Baker (JWT New York)
Global Business Director: Claire Capeci (JWT New York)
Account Director: Dana Nichomoff (JWT New York)
Media placement: Logo - Used On All Corporate Collateral (Including But Not Limited To; Business Cards, Notepads, Letterhead - 1 DECEMBER 2011

Describe the brief from the client
Energizer Holdings, Inc. is much more than batteries, but how do we get people both internally and externally to see just how much more it really is? With 30 brands in 50 countries all over the world, they are certainly a diverse and dynamic group.

After 10 years of mergers and acquisitions that took Energizer Holdings from household products into the realm of personal care with brands such as Schick, Hawaiian Tropic, Wet Ones, Playtex and others, it’s time to revitalise and expand beyond the bunny. The new trademark must recast how people think of and talk about the overall company and corporate culture.

Describe the challenges and key objectives
Update the look of a global brand to provide not only a modern look and perceptual shift, but retain the integrity of the company’s heritage.

Describe how you arrived at the final design
In order to maintain the integrity of the brand, the original wordmark was untouched, and instead accompanied by new elements that demonstrate a shift into the next stage of the company’s evolution.

Give some indication of how successful the outcome was in the market
The new logo serves as the bridge between where the company has been, where they are now and what lies ahead for them in the future. The modern graphic addition to the original Energizer logo is a way for the company to retain brand integrity while making a shift towards the next phase in their evolution.