Brand Migration

Under the Honeywell Modified Master Brand strategy, most of the company’s business units, products and service offerings are branded "Honeywell." Currently, our brand architecture also accommodates a relatively small number of Standalone Brands and Endorsed Brands, in addition to various product and service brands. In all cases, these brands are secondary to the Honeywell Master Brand. In recent years, Honeywell business units have undertaken efforts to reduce the number of independent brands they support. This is an ongoing process as the company continues to capitalize on Honeywell’s considerable brand equity and build the power of the Honeywell brand. Honeywell plans to incorporate as many existing and acquired brands as possible in the Honeywell Master Brand architecture and to avoid creating new brands outside the architecture, unless there are compelling business reasons to do so. To assist in this effort, you will find information and tools in the Visual Identity System that will assist you in migrating existing and acquired brands to the Honeywell Master Brand. Our Modified Master Brand Architecture Brand migration strategies will be developed in consultation with the business unit communications leader and the Honeywell Brand Council.  This migration philosophy and strategic process will also be followed for companies and brands acquired in the future. Brand migration should be considered by business units involved in merger and acquisition activities, as part of the due diligence and integration processes. The following Endorsed Brand logo migration examples are shown for illustrative purposes only. Each brand-migration plan is unique and will include specific interim steps and timelines.