Kidde Safety Europe unveils new branding

Kidde Safety Europe, a trusted fire safety leader for more than 100 years, has unveiled a significant rebrand. With a new logo that represents the home combined with the strapline: ‘The Power to Protect,’ the roll-out of the new identity started to hit the merchant and wholesaler shelves on new packaging earlier this year with the launch of Kidde’s new CO2 Monitor.  Kidde is a part of Carrier Global Corporation (NYSE: CARR), global leader in intelligent climate and energy solutions.

The new look sees Kidde Safety Europe move away from its traditional shield logo to one that now represents a home, with the lettermark icon representing the ‘K’ in the Kidde name. Furthermore, as part of the overall rebrand, the company’s portfolio has been streamlined, a move which will mean the popular FIREX brand name, will cease to exist. Crucially, the same high quality and reliable products will remain available – but simply rebranded and repackaged as Kidde.


“Our new branding marks a period of positive change for us,” said Rebecca Cackett, European Channel Marketing Manager at Kidde Safety Europe. “We have a long industry heritage that we are proud of, but we are moving forward with a new look and at a time when we have also invested in our portfolio, introducing additional life safety products that are market leading in terms of design and performance. With our ranges growing, we also wanted to ensure that products were still easy to navigate and identify.”

Today, Kidde offers a comprehensive range of fire detection products including the world’s smallest and award-winning smoke, heat and carbon monoxide alarms. Having long championed a holistic approach to fire safety through detection and suppression, the trade continues to turn to Kidde Safety Europe and its team of experts for technical support and guidance.

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