Re-branding Initiative For High Point Market Underway
Furniture World Magazine
The High Point Market Authority unveiled a pair of new logos during its Board of Directors Meeting that effectively changed the name of both the Authority and the Market itself.
Hence forth, the International Home Furnishings Market will be known as the High Point Market, and its official sponsor will be known as the High Point Market Authority.
Brian Casey, High Point Market Authority president, noted, “While a logo was developed for the Authority around the time of its inception, none has existed for the Market itself. 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.
“At the same time,” Casey continued, “we did not believe it made sense for the Authority to have a logo that is disconnected from that of the Market itself. Therefore, the logos we’ve developed now inextricably link the High Point Market with the High Point Market Authority, which is exactly as it should be.”
The new symbol of the High Point Market and the High Point Market Authority is a multi-branched tree.
According to Casey, the tree speaks to the High Point Market’s early history and the case goods makers who essentially planted the seed for Market years ago. “From these great roots we have grown to encompass all the branches or categories of the home furnishings industry,” Casey said. “And, like the Market itself, our tree is a living, growing organism encompassing many, many parts. Our tree also symbolizes ongoing growth, both of individual businesses and individuals, thanks to the myriad educational offerings we have offered in the past and will expand further as we move ahead in the future.”
The logos are designed to change color in time with the spring and fall Markets.***** “Our tree changes color with the seasons, because season after season, the trends begin here and visitors to the Market have long enjoyed experiencing North Carolina’s changing seasons,” Casey explained. “We know High Point is big and spread out and working Market can make for a strenuous walk, but by all accounts, it can be a lovely walk and people tell us time and again how much they enjoy experiencing the change of seasons when they join us here.”
Indeed, Casey added, “High Point Market is really all about people, and you can see them represented in the trunk of our tree. Given that the Market Authority’s mandate is to uphold, encourage and support the growth of the High Point Market, we believe this symbol ideally represents the Authority as well.”
About the International Home Furnishings Market Authority: The High Point Market Authority is the official sponsor of the High Point Market, the world’s home for home furnishings. Featuring more than 2600 exhibitors and attracting tens of thousands of visitors from more than 110 countries, the High Point Market is the driving force of the home furnishings industry.
Furniture World is the oldest, continuously published trade publication in the United States. It is published for the benefit of furniture retail executives. Print circulation of 20,000 is directed primarily to furniture retailers in the US and Canada. In 1970, the magazine established and endowed the Bernice Bienenstock Furniture Library (www.furniturelibrary.com) in High Point, NC, now a public foundation containing more than 5,000 books on furniture and design dating from 1620. For more information contact firstname.lastname@example.org.