Home / Knowledge / News / Textiles / New brand identity unveiled for Antron Carpet Fiber
New brand identity unveiled for Antron Carpet Fiber
18
Jun '12
INVISTA unveiled a new brand identity for the Antron carpet fiber brand, which is best described as warm, energetic and approachable.  The new identity utilizes a friendly signature designed to communicate Antron carpet fiber in a humanistic way, while also expressing the company’s desire to further establish itself as a trusted resource for every aspect of carpet including product development, design, specification, selection and long-term performance.

“Our business is about relationships. The new branding is more in line with who we are today and our path forward. It’s our hope that the new identity will serve as a signal that we remain a trusted partner in the industry – one that is approachable, forward thinking and resourceful,” said Tracy Cook, director of global branding, INVISTA Commercial Flooring. 

“It is also our intention to express the value we place on our relationships and our desire to bring value to our customers, whether they are designing products, designing spaces or trying to determine the best, long term flooring investment.” 

The Antron brand has long been a symbol of superior science and polymer engineering.  Over the years, it has evolved to be associated more closely with innovation in styling, patterns, texture and color in addition to long-term performance. 

“The Antron brand has been in the industry for nearly 40 years.  Although we remain steadfast in our commitment to celebrate our heritage and deliver long-term performance, we know that performance has many definitions – from aesthetics to service to how long a product will last on the floor,” said Cook.  “The new identity reflects the brand as it stands today –firmly grounded in performance but with a laser sharp focus on product and service innovation and customer focus.”

The new identity features a thread, a graphic interpretation of Antron fiber, which weaves in one fluid, continuous stroke, conveying a sense of agility, adaptability and reliability. “We refer to the thread as the ‘uncommon’ thread with the intention of conveying the uncommon performance characteristics of our product and the starting line of the creative process as it relates to flooring design.

Additionally, it reflects our understanding and appreciation of uncommon and unique design,” said Cook. The logo itself subtly leans forward to suggest an invitation to start the conversation to consult and collaborate with our customers. The motion of the “uncommon thread” signals the brand’s path forward to deliver continuous fiber and service innovation.

The Antron brand team worked with Avenue Marketing & Communications in Chicago to develop the brand identity.  “Using tonal grays and strategic pops of colors is demonstrative of a modern brand confident in its supporting role of an ingredient brand,” said Shachar Meron, copy director, Avenue Marketing & Communications. “It conveys a brand that enhances and accents the bigger picture.”

INVISTA


Must ReadView All

Courtesy: American Silk Mills

Textiles | On 18th Oct 2017

Sutlej Textiles adds American Silk Mills to its portfolio

Sutlej Textiles and Industries Ltd (STIL) has announced the...

Arvind Limited executive directors Punit Lalbhai (left) and Kulin Lalbhai explaining the project to Gujarat chief minister Vijay Rupani. Courtesy: Arvind Ltd

Apparel/Garments | On 18th Oct 2017

Arvind to set up mega apparel facility in Gujarat

Arvind Limited, one of India’s largest textile to retail...

Cotton stocks accumulating everywhere outside of China

Textiles | On 18th Oct 2017

Cotton stocks accumulating everywhere outside of China

Global cotton stocks outside of China are expected to rise by nearly...

Interviews View All

Sunil Rathore
Lacoste India

‘New vendor is welcome if he offers cost, quality and timely delivery’

Milind Khandwe
Hindoostan Innovation Centre

‘Modern technical textile is an indispensable tool for science and...

Dinaz Madhukar
DLF Emporio and DLF Promenade

‘Each event and promotion is planned out keeping in mind the business of...

Harmeet Singh

New Delhi-based Jogindra Industries Private Limited provides an assortment ...

Hardik Sanghvi

Idealin Fogging Systems has been engaged in designing and manufacturing...

Harsh Shah

Established in 1956 with a small beginning, Embee today manufactures a...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Anisha Chaudhari
Threads & Shirts

Threads & Shirts is a freshly-tailored concept providing men/women a...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

October 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
77.3%
No
13.6%
Skip
9.1%

Total Votes: 66

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
60.6%
No
28.8%
Skip
10.6%

Total Votes: 66

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
84.8%
No
10.6%
Skip
4.5%

Total Votes: 66

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
74.2%
No
12.1%
Skip
13.6%

Total Votes: 66


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search