“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.”
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