Leviton touts re-branding, receives award

Oct. 30, 2007
October 30, 2007 -- Leviton has launched a re-branding initiative. The company also announced that its VertiGO Zero-patch panel was awarded by Electrical Contracting Products magazine.

October 30, 2007 -- Leviton Manufacturing, a producer of electrical and electronic wiring devices, has announced what it calls "a major re-branding initiative that reflects a shift towards 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 multi-color motif that highlights the "ON" in the company's name, placed within in a bright green square. The company says the re-branding campaign, developed jointly with Landor Associates, centers on creating awareness of its "market-driven, customer-centric" orientation. The company maintains that in focus groups, the new brand identity resonated strongly with market segments including electrical contractors, distributors, interior designers and consumers.

"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. Our market-driven business model demands that we make it easy for our customers to transact business with us," says Donald J. Hendler, Leviton's president and CEO. "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."

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

"We have one of the most valuable and recognizable brands in our industry. We intend to build on our past legacy of pioneering innovation and establish a strong emotional connection with the many audience groups we serve," adds Hendler.

Patch panels awarded

Separately, the company announced that its VertiGO Zero-U patch panel was named a winner in the Electrical Contracting Products magazine's 2007 Innovation Awards, given to companies whose products or services offer productivity improvements in the electrical contracting market.

According to Leviton, the patent pending, vertical patch panels consume no rack space, eliminating interference with cooling airflow and freeing up rack space for active or passive network equipment. The panels can be installed in server cabinets, free standing racks, on ladder trays, or in raised floor applications. They are designed to improve access to connectivity and airflow, while lessening the complexity of cable routing and leaving more space to manage active equipment. A hinged opening makes the panels adaptable to moves, adds and changes and protects terminations when the door is closed, while a magnified label holder improves visibility.

The panels are available in QuickPort and Opt-X styles that are compatible with copper and fiber connectors to maximize versatility with a variety of media applications, and can share mounting hardware with existing equipment (servers) if necessary.

According to a press release, effective November 1, 2007, Leviton will reduce the price of its VertiGO products by 10 percent. For more information about the products, click here.

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