High Point Market announces name change

Staff -- Casual Living, 10/1/2006 12:00:00 AM

The International Home Furnishings Market dropped its more formal name in favor of the one most attendees know it by, the High Point Market.

The High Point Market Authority adopted its new name in late August, at the same time it unveiled a pair of new logos, multi-branched trees as symbols of the High Point Market and its official sponsor. Officials said the logos, designed to change colors with the spring and fall markets, reflect the region's history in case goods manufacturing and its changing seasons.

"While a logo was developed for the Authority around the time of its inception, none has existed for the Market itself," said Brian Casey, High Point Market Authority president. "In reevaluating Market's brand, we have been faced with two challenges: The first, and most critical, is the official name, which we found few industry executives actually using. Both in this country and beyond, people refer to our bi-annual event as 'High Point' or 'High Point Market,' just as they say, 'Cologne,' 'Shanghai,' 'Paris,' 'New York' and so on."

The multi-branched tree logo speaks to the High Point Market's early history and the furniture makers who essentially planted the seed for market years ago, he said. The tree symbolizes ongoing growth.

The market set for Oct. 16–22 will be the first to start on a Monday rather than a Thursday.