New Logo Reflects Global Expansion for Longtime Lynchburg Company
Updated Corporate Identity Signals C.B. Fleet's Business Vitality
Lynchburg, Va. Feb. 2006 — Reflecting the growth and evolution of its products in the U.S. marketplace and continued international expansion, C.B. Fleet Company, Inc. has changed its corporate identity from Fleet Pharmaceuticals to Fleet Laboratories and unveiled a new logo.
Headquartered in Lynchburg since its founding nearly 140 years ago, C.B. Fleet is a leader in the development and distribution of healthcare and personal care products. C.B. Fleet's major business categories include gastrointestinal, feminine hygiene and skin care products. The new name and logo are an acknowledgment that more than half of its business is now in cosmetics and toiletries versus pharmaceuticals. This has been driven in part by recent acquisitions of significant skin care brands in the U.K. and Sweden. The Company manages its international business from operations in Spain, Sweden, Italy, the U.K., Singapore and Australia.
"Our new Fleet Laboratories corporate identity and logo are a more contemporary reflection of our Company and business. By changing our corporate identity and logo, we're recognizing that our company is healthy and growing stronger," said Douglas Bellaire, President and CEO.
Jeff Rowan, Executive Vice President of Global Marketing and Operations, commented that "changing from 'pharmaceuticals' to 'laboratories' more accurately represents the nature of our Company, our products and future development efforts. On a global basis, over half of our sales are generated by personal care products."
The new name and logo will be used both internally and externally, including all Company signage, letterhead, marketing and advertising materials, and packaging. The transition is already underway, with a goal of complete integration by the end of the second quarter in 2006.
More flexible than the previous logo, the new logo can easily be adapted to Fleet's international business as the Company continues moving forward. The teal and gray colors convey warmth and sophistication, and the new typeface and fluid arc reflect the dynamic and evolving nature of the Company and its products.
"The goal of our corporate identity is to help project and maintain a clear, consistent and representative image of our Company, our core assets and our character. Our new name and logo accomplish that goal. Fleet started with pharmaceuticals and over-the-counter drug products, and we will always remain dedicated to serving the consumers who rely on us to assist them with their healthcare needs. This, coupled with the emergence of our personal care products business, indicates the overall strength of our Company through the breadth of products we market," said Bruce Montgomery, Vice President Domestic Marketing.
Founded in 1869 and headquartered in Lynchburg, Virginia, C.B. Fleet is a privately held manufacturer and marketer of personal care and healthcare-related products. Well-known for its line of laxative drug products, today C.B. Fleet, doing business under its new Fleet Laboratories name, also markets a diverse range of cosmetic and drug products in 100 countries around the world. The Company ranks among the top nonprescription drug companies in the U.S., and the Fleet® trademark has become a trusted name with consumers and healthcare professionals worldwide.