Leviton Manufacturing, Little Neck, N.Y., unveiled a major re-branding initiative that reflects a shift toward a more progressive identity. Central to the re-branding initiative is the replacement of the company's all-blue “Building a connected world” logo with a motif that highlights the “ON” in the Leviton name in a bright green color field. The new two-color logo and emblazoned “ON” are designed to communicate Leviton's position as a market leader prominently positioned on the cutting edge of the latest technology and trends.

The re-branding campaign was developed jointly with Landor Associates, an international brand identity specialist. The campaign seeks to build awareness of Leviton's tradition of innovation and its market-driven, customer-centric orientation. In focus groups, the new brand identity resonated strongly with market segments as diverse as electrical contractors, distributors, interior designers and consumers looking to spruce up their homes with the latest wiring devices and home technology.

“It's important to us that Leviton be perceived as a champion and stakeholder in such areas of global importance as ecological sustainability and energy efficiency,” says Donald J. Hendler, Leviton president and CEO. “Our market-driven business model demands that we make it easy for our customers to transact business with us. Our goal as we progress through our second century in business is to provide the marketplace with top-quality products for an increasingly complex world and to support our products with the highest-caliber customer service.”

Leviton's new visual identity will be reflected in the new look and feel of its corporate literature, advertising campaigns, in-store merchandising, signage and Web presence. The company expects the re-branding initiative to add renewed vitality to Leviton's market identity and build on the company's existing brand equity.

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