The Clorox logo, representing the cleaning products brand, takes the form of a horizontally elongated diamond with rounded corners. A broad red border surrounds a blue field with a highlight, thin yellow lines at the top and bottom, and white uppercase lettering. The diamond has been associated with the brand since 1914, when the name and trademark created by engineer Abel Hamblet were registered. In 2019, the brand introduced a unified international logo and packaging design. The updated mark softened the letters and corners, while the yellow lines and glow on the blue background were linked to a more open, approachable brand image.
Clorox is an American brand of cleaning, disinfecting and laundry care products owned by The Clorox Company. Its history began with the production of liquid bleach in Oakland, California, where five entrepreneurs founded the Electro-Alkaline Company in 1913. The product was initially intended for professional use, before the company introduced a less concentrated version for the home. Samples distributed through the Murray family’s store helped introduce it to shoppers. Today, the brand offers bleach, cleaning sprays, disinfecting wipes and other household cleaning products. The trademark diamond appears on Clorox products and differs from the corporate identity of the group as a whole.
