# Veralto new logo (2023)

> Veralto launched a new logo on 8 Feb 2023. Danaher's water quality and product identification businesses were named Veralto, a new company brand with a purple serif wordmark and a name built from the Latin roots veri, for truth, and alto, for height.

## Key facts

- Brand: Veralto
- Launched: 8 Feb 2023
- What changed: Danaher's water quality and product identification businesses were named Veralto, a new company brand with a purple serif wordmark and a name built from the Latin roots veri, for truth, and alto, for height.
- Industry: Technology
- Logos: https://rebrandlog.com/placeholder/na-light.svg (before), https://rebrandlog.com/logos/veralto-2023/after.jpg (after)

## The rebrand, explained

Danaher announced the name on 8 February 2023 for the separate public company it planned to form from its Environmental and Applied Solutions segment. That meant Hach, ChemTreat, Trojan, OTT HydroMet and McCrometer from water quality, and Videojet, Esko, X-Rite Pantone and Linx from product identification. In 2022 the segment had revenue of about $4.8 billion and roughly 16,000 associates.

Jennifer L. Honeycutt, the Danaher executive vice president chosen to lead the new company, explained the name: "The name Veralto brings together two familiar Latin root words 'Veri' for truth and 'Alto' for height, reflecting our commitment to excellence and the higher purpose that compels us to create a better future for all." The company would be based in Waltham, Massachusetts.

The Washington Business Journal and Built In Boston covered the plan within days. Danaher completed the separation on 30 September 2023, and Veralto started trading on the New York Stock Exchange under the ticker VLTO. For a group whose best-known names include Pantone and Videojet, the parent brand had to feel established from day one.

The logo does that with a classical move. Veralto is set in a rich purple serif with sharp, high-contrast strokes, more like a publishing house or a university press than a maker of water sensors and industrial printers. It is a deliberate contrast with the cool sans serifs most spin-offs choose, and it fits a name built from Latin roots.

In short: Latin for truth and height, set in a purple serif with old-world confidence.

## Sources

- https://www.prnewswire.com/news-releases/danaher-announces-new-environmental-and-applied-solutions-company-to-be-named-veralto-301741301.html
- https://investors.danaher.com/2023-09-30-Danaher-Corporation-Completes-Separation-of-Veralto-Corporation
- https://www.bizjournals.com/washington/news/2023/02/10/danaher-veralto-spinoff.html
- https://www.builtinboston.com/articles/danaher-launches-veralto

## Cite this

Rebrand Log, "Veralto new logo (2023)", https://rebrandlog.com/rebrand/veralto-2023/, last updated 2026-10-23.