Revitalizing a century-old brand

Restoring the Clarke® shine

For more than 100 years the Clarke brand has stood for reliability and durability. But as tough as Clarke floor cleaning machines are, the marketplace was getting even tougher. Competitors were gaining ground, and it was harder to stand out. Clarke dealers and distributors were feeling the competitive pressure and perceived product commoditization. And, most important, research revealed that the Clarke brand had lost some of its luster in the blue-collar industry it has led since 1916. Concept Group knew exactly how to restore the shine.

Clarke Logo Redesign_ Clarke True Blue Clean

Refreshed positioning and logo

We followed our comprehensive branding process to reposition and reinvigorate the long-standing brand. Through focus groups, stakeholder interviews, customer feedback, competitor research and Clarke’s own introspection, it became clear that Clarke’s tried-and-true reputation—especially among the blue-collar operators who trust Clarke equipment every single day—was key. So Trust became True became True Blue became True Blue Clean—the new brand mantra. Clarke equipment users became our campaign heroes, and we positioned Clarke as the “the hardest working brand in floor cleaning,” a competitive claim they could own. Our inspiration in refreshing Clarke’s logo was right there in front of us: the highly recognizable blue color of Clarke’s cleaning machines. So we incorporated the color blue—while maintaining the logo’s iconic red—and linked the new tagline, True Blue Clean.

A view of the landing page created by Concept Group for the Clarke - True Blue Clean campaign

Hard working strategies

We integrated the new True Blue identity, voice and personality into all Clarke messaging. A multi-purpose video leads our ongoing brand awareness campaign, which reaches key vertical segments through highly targeted, programmatic digital media buys, paid search strategies, print ads in trade publications and public relations. A campaign landing page supports the refreshed identity, while a 100th anniversary logo reinforces the history and longevity of the brand.

A view of the Print ad created by Concept Group for the Clarke - True Blue Clean campaign - Copy: " A brand you can count on for floors you can sit on"

Print and digital ads sweep the marketplace

By speaking as much about hard-working operators as its hard-working machines—and the beauty of a True Blue Clean—Clarke now has a unique brand voice for its next 100 years.

A view of another Print ad created by Concept Group for the Clarke - True Blue Clean campaign - Copy: "It's who we are"
A view of the three banner ads created by Concept Group for the Clarke - True Blue Clean campaign
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It takes two to partner.

Concept Group is devoted to growing our clients’ businesses. We do so by getting to know your organization from top to bottom and by partnering with internal teams to deliver bold ideas that produce tangible results.

If you want a fresh, bold take on your marketing efforts, contact Theresa Weber, Senior Vice President — Strategy & Operations, at

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