Glen Raven updates, refreshes Sunbrella logo
Casual Living Staff -- Casual Living, October 27, 2008
Sunbrella is undergoing a brand identity update including the introduction of a new logo. The goal is to acknowledge Sunbrella’s rich 50-year heritage while reflecting a continuing focus on innovation and enhanced styling for today’s consumers.
The new Sunbrella logo features a more contemporary look, reflective of the brand’s evolution as a performance fabric with a sense of style for outside and inside the home, as well as boating and many other applications. Sunbrella’s distinctive yellow, red and blue umbrella has morphed into a stylized umbrella, symbolizing the trust and the protective qualities long associated with the Sunbrella brand.
The type face for the new Sunbrella logo is updated with a cleaner, more contemporary look. The logo utilizes a new signature color – a contemporary deep orange that conveys the brand’s growth in fashion forward styling.
“When the previous logo was introduced, Sunbrella fabrics were primarily solid colors and broad stripes for outdoor applications in awnings, marine and patio furniture,” said Hal Hunnicutt, vice president of marketing for Glen Raven Custom Fabrics, the makers of Sunbrella fabrics. “Sunbrella has progressed dramatically during the past decade not only in performance enhancements, but also in sophisticated styling that includes jacquards, chenille, velvet and sheers, along with innovative new looks for awning fabrics,” he said. “Because Sunbrella is such a well known brand, we wanted to retain elements of the brand that people are so familiar with and trust, yet give the identity a refresh that better reflects where Sunbrella is today and where it’s headed for the future.”
The new brand identity last week during the IFAI Expo in Charlotte, N.C. Glen Raven also unveiled 28 new awning styles – its most extensive new introduction of awning fabrics ever.
The new Awning Fabrics Collection includes a line of new stripes and solids. “We have truly re-energized the entire Sunbrella awning fabrics line at a time when more and more homeowners are recognizing that awnings save energy, enhance the beauty of a home and increase the enjoyment of being outdoors,” said Doug Dubay, awning fabrics market manager for Glen Raven.
From the classic to the fashion-forward, the new fabrics elevate styling sophistication for retractable and fixed awnings. “One of the most innovative features of our new fabrics is the increased use of texture, which is extremely popular in apparel and furniture fabrics, but relatively new for awnings,” said Gina Wicker, Glen Raven design and creative director. “Texture does amazing things for awning fabrics, resulting in new color effects and adding an entirely new dimension of visual interest when viewed from underneath the awning.”
The most highly textural of the new Sunbrella offerings are patterns Silica and Tresco. Silica has a textural effect that resembles a linen weave while Tresco creates a more subtle texture through creative combinations of yarns and fabric construction.
In terms of awning stripes, Glen Raven is launching six patterns that also feature texture created through the unique application of specialty yarns. From a design standpoint, the new stripes range from the classically inspired look of Essex and Eastland to the fashion forward presence of Ginza.
New solid Canvas colors in the Sunbrella awning line are Rust, Mineral Blue and Basil. Offering an update on the popular Tuscan look, Rust features a red-orange cast that can complement furniture upholstery inside and out. Mineral Blue is a clean, mid-tone blue, while Basil is a fresh soft green. The textural effects of Canvas are evident in the new colors, adding depth and color impact.
In related news, the company has doubled its limited warranty period for color fastness and durability of its Sunbrella awning and marine lines to 10 years, and extended its warranty for furniture fabrics from three to five years. The programs become effective Nov. 1 and applies to both color fastness and fabric strength, generally referred to as “serviceability.”
The new awning and marine program provides fabric replacement cost value for eight years. During the ninth year, Glen Raven will extend a 30% discount on replacement fabrics and a 15% discount in the 10th year.
The new warranty for furniture fabrics provides for 100% replacement value through the fifth year of service.