Homecrest and Crestmark unveil new brand identity
Staff Staff -- Casual Living, August 1, 2004
Homecrest will introduce a new logo and identity system in an effort to simplify the brand's participation in both specialty seasonal retail and lodging/ restaurant contract markets. The Homecrest logo will be used to identify the retail market. The individual use of the HC symbol will signify the contract market, formerly referred to as Crestmark International.
The new identity presents an updated clean and contemporary design utilizing distinctive colors of green. The new logo incorporates two semicircles fused together to represent the outdoor environment, as well as the two markets the company serves. It will appear in all marketing and product promotion by early 2005.
"We found we were missing a major opportunity to leverage awareness and credibility in retail and contract markets," said CEO John Sundet. "By simultaneously identifying Homecrest as a leading source of affordable luxury outdoor furniture for the consumer market, while presenting a sophisticated design statement to specifiers for the contract market, we will be able to deliver a more synergistic brand effort."
Homecrest also introduced an integrated system for presenting outdoor collections, fabrics and frame finishes for the 2004-2005 season. The Homecrest Index will assist buyers, retail staff and consumers with the choices facing them while making Homecrest selections. HI includes a comprehensive product guide organized by material and 10 individual frame finishes, each containing seven to 15 of the season's latest fabrics.