Sherwin Williams: Time for A Rebrand

Navigating the Shift to Eco-Friendly Branding in Today's Climate-Conscious World 

Imagine a business in 2024 that’s logo is a bucket of red paint being poured over the world, accompanied by the tagline "Cover the Earth."

Hard to imagine isn’t it?

Well Sherwin Williams paint has been using this logo and tagline to represent the brand for well over a century. 

But in an era increasingly defined by environmental awareness and climate change, one has to wonder: Does Sherwin Williams still identify with this message?

The 'Cover the Earth' logo was first envisioned in 1893 by George Ford, the company's advertising manager. Despite some initial hesitation, General Manager Walter Cottingham approved it as a bold representation of Sherwin Williams' ambitious growth plans.

This imagery was not just a logo; it was a statement of intent from a company set to revolutionize the paint industry. Which I get based on when it was first created.

Fast forward to 2024, and the world has changed dramatically.

Climate change and environmental sustainability are no longer fringe concerns but central to global discourse. In this context, the imagery of paint – a chemical product – engulfing the planet is jarring. I

It raises questions: does this logo align with the growing public sentiment for environmental responsibility?

The Importance of Timely Rebranding

Brands must evolve with the times.

A brand reflect not just a company's identity but also its responsiveness to societal shifts.

Even industries traditionally viewed as environmental challenges are undertaking sustainable initiatives and modifying their branding to align with contemporary values. This process, while complex, is essential and beneficial for long-term brand health.

For Sherwin Williams, a rebrand is not about erasing history but about adapting its legacy to contemporary times.

In a world where brand perception is increasingly tied to corporate responsibility, Sherwin Williams has an opportunity to lead with a refreshed, environmentally conscious brand image. This isn't just about updating a logo or a tagline; it's about aligning a storied legacy with the future's demands.

With over 20 years of experience in branding and design, I find the Sherwin Williams logo particularly jarring. It evokes a strong reaction every time I see it, symbolizing a stark contrast to today's environmental values.

In my view, there's no brand more in need of a thoughtful, forward-looking rebrand than Sherwin Williams.

What are your thoughts on Sherwin Williams' branding? Is it time for a change?  

Let's discuss the evolving landscape of corporate branding in the comments below. The right rebranding strategy could not only refresh the image but could also redefine the legacy of such a historic company.