Karndean Designflooring introduces refreshed branding
Export, Dad. – In the business world for nearly 50 years, luxury vinyl specialist Karndean Designflooring is reinventing its consumer and retail brand identity. The new look can be seen in the company logo, the brand’s color palette and an increased emphasis on Smokey the Great Dane – a staple in the brand logo since the company’s inception in 1973.
“This innovation stems from our drive to push the boundaries of design in luxury vinyl flooring, our family culture and our belief that everyone deserves a Karndean floor in their home,” said Jenne Ross, director of marketing. “Still recognisably Karndean Designflooring using our signature red color and Great Dane, but with a fresh injection of our corporate culture and personality.”
Karndean Designflooring started in the UK when a floor installer with a passion for great product design started a small business from his childhood home. The original Karndean team worked out of that house for a number of years, and the family’s faithful dog Smokey appeared regularly in meetings. For the family and the first employees of the company, these years bring back many good memories. Today, Smokey embodies the shared qualities of a Great Dane and Karndean floor – unmistakable, protective, reliable, loyal and a pillar of the household.
“Smokey is now an even more integral part of our visual branding, adding personality and warmth to our marketing,” said Ross. “This new look confirms who Karndean Designflooring has become over the past fifty years, while maintaining the core values and purpose of the company we were founded on.”
Karndean Designflooring retailers can contact firstname.lastname@example.org to obtain updated brand assets.