Boston International Logo Change & Launch Party at AmericasMart

As companies grow, it’s imperative for their corporate images to evolve as well. One component of that change includes corporate identity. Embarking on a journey to change existing marketing materials is more of a challenge than some anticipate. Read about one company’s experience with updating their logo.

By Christina Soave
Public Relations, Product & Marketing Coordinator for Boston International, Inc.

No doubt it’s a scary leap to rebrand an established business- will people still recognize us? Will our consumers and employees like this change? How can this be done without harming the equity of the company? Will the ever-growing to-do-list of re-branding be too overwhelming?

Many of these questions were on the minds of Boston International employees when our company, a leader in gift housewares decided to re-brand the company and unveil a new logo this year. This would mark the most dramatic change in the company’s visual identity since its inception in 1986. The decision to make this change was made when we felt like our current logo wasn’t communicating our new “modern” and “evolving” direction.

Our first step was to reach out to a professional with marketing communications experience. That’s where Peter Harris Creative out of Keene, New Hampshire dove in to get us started. The entire process took about 6-8 weeks starting with an initial survey distributed to BI’s key players. The survey was for Peter Harris Creative to get a feel for our primary customers and their relationship with us, our critique on the current logo, desires for the new one and essentially what was working for us and what was not.

BI - Logo 2The critique of the previous logo concluded that our company name does not say a lot about our company or its products. It was also cumbersome, coming in at a whopping 7 syllables, therefore the new direction would focus on the initials “BI”, our nickname. It should also capture our company’s contemporary and energetic spirit.BI - Logo

The toughest part came with the design process, sorting through the varying ideas and opinions regarding the new logo concepts at hand. To get management and staff on the same page seemed to be a struggle. Choosing colors was another challenging task and involved lots of research about what different colors mean and what these colors say about you as a company. This led us to blue, a calming color, and orange, reflecting excitement and enthusiasm to make a balance. Lastly, we had to make sure the logo would work well graphically with our products, catalog and brand as a whole.

We learned that branding is reciprocal and feedback will vary. Once the initial logo was definite and its meaning clear, we were ready to share it and its meaning to our audience. The new logo accentuates our initials “BI” and captures the artistic nature of the company through an exclusive hand-drawn font and watercolor effect. We are excited to be unveiling our new logo at the Atlanta International Gift and Home Furnishing Market this July 2015. To share in our enthusiasm, we will be holding a launch party on Friday night during the show and giving away fashion totes sporting the new logo. We feel it’s a symbol of the many exciting developments to come for “BI”, and we hope to share our passion for the gift industry. The details for the party and other show specials can be found below.

Boston International Logo Launch Party

Boston International Showroom #819

AmericasMart- Building 2, 8th floor

Friday July 10th– 6pm-8pm

BI Show Specials:

Orders $300-$799 with immediate shipping receive a 5% freight cap

Orders $800 and more with immediate shipping receive Net60 and a 5% freight cap

January Market Jump Starts the New Year!

Fine Linens_Gerry_NicholThe  Market Temporaries—at the heart of the January 2011 Atlanta International Gift & Home Furnishings Market—will start the New Year with a bang, highlighting the newest trends, latest styles, and rising stars in gift, home and apparel/accessories. With more than 31 temporary product categories and nearly 4000 booths spanning AmericasMart’s four buildings, the Temporaries is a unique buying destination for retailers and interior designers.

The New Year will bring new categories and new companies to Atlanta, including the launch of four new and newly re-branded product centers and the introduction of more than 500 new names of the 2500 companies in the Market Temporaries. Making their category debut at AmericasMart this January are HD Home, Birding & Backyard Nature, Global Designs, and Homemade Designs & Handmade Jewelry.Home_Accents_ateliers C&S_3

The Market Temporaries support and enhance the product showcased in AmericasMart’s 13 permanent product centers that also extend across its four-building campus. Together, the permanent showrooms and temporary booths produce a powerhouse for buying and selling.

Experience the first market of the year and discover what’s in store for 2011! For more information about the January Market, click here.

To read the entire release, click here.

Holiday/Floral & Home Decor Center Blooms as January Nears

holiday.floralAs the January 2011 Atlanta International Gift & Home Furnishings Market nears, AmericasMart is poised to welcome new companies and celebrate the expansion of existing showrooms throughout the 13 permanent product centers staged in its four-building campus. One major product center spanning five floors in Building 1—the Holiday/Floral & Home Décor center—is currently experiencing this growth with recent expansions, renewals and additions.

Two new companies have secured space and are set to open their first Atlanta showrooms in the Holiday/Floral & Home Décor center, enhancing the already rich product offered within the half-million sq. ft. of this category. Egyptian Museum will be staged in a showroom on floor 20 (20-D-3) in Building 1, and d. Stevens will be located on floor 18 (18-A-10).ornament

Further adding to the category momentum is the recent recommitment of two anchor showrooms in the Holiday/Floral & Home Décor product center: Accent Décor and Hill’s Imports. Accent Décor will relocate from floor 20 to 18 (18-A-23), enabling the company to more than double its current space. Hill’s Imports will now be housed on floor 17 (17-a-15)—moving from floor 19—in nearly 7,000 sq. ft of space.

ornament2The Holiday/Floral & Home Décor products, special offerings and events can be discovered on floors 16-20 of Building 1—the destination for everything HOME—this January.

To view the entire release, click here.

Caravan Recommits to AmericasMart

caravanCaravan Rug has reaffirmed its commitment to Atlanta and the industry by renewing its multi-year lease at AmericasMart. After 15 years in Atlanta, Caravan has ensured its future success with the renewal of its 5,700 ft showroom on floor 4 in Building 1—the 20-floor destination for all Home products. The showroom has allowed Caravan to spotlight some of the world’s finest designs in the world’s largest collection of area rugs.

Be sure to check out Caravan at the January 2011 Atlanta International Gift & Home Furnishings Market.

More details on Caravan’s renewal here.

AmericasMart Recognizes Visual Excellence and Grand Opening, Expansion and Relocation of Showrooms this July

Cross Roads Originals

This past week at the July 2010 Atlanta International Gift & Home Furnishings Market and Atlanta International Area Rug Market, AmericasMart celebrated the opening, expansion and relocation of 84 permanent showrooms with ribbon cutting ceremonies. Additionally, 33 individual showrooms and 18 temporary booths—including one spectacular Best of Show Booth—were honored with AmericasMart’s coveted Visual Display Award for outstanding visual creativity, use of space, product placement, signage, flooring and lighting.

Congratulations to all of our winners and new showrooms!

San Diego Hat Company

To find out more about the Visual Display Award Winners and showrooms that were acknowledged for their grand opening, expansion or relocation of space please click here.

Making More Room for More Rugs at July Area Rug Market

karastanThe Atlanta International Area Rug Market keeps getting bigger and better. Adding to the already large number of collections, Karastan is expanding and relocating its showroom to 3-A-1,3,5 in Building 1. The new location is now 5,600 square feet, nearly 40 percent larger than its previous showroom, and is set to open at the July Market.

Karastan has shown its products at AmericasMart since 1994. Its versatile rugs and carpets cover a diverse range of classic color combinations and offer countless coordinating opportunities. Karastan’s sophisticated approach blends classic style with on-trend colors in a lavish selection of rugs. Fashionably resourceful, each introduction has a gracious comfort that easily integrates into a variety of home settings.

More details can be found here.

To find out more about Karastan click here.

James (Jim) Douglas Glover Named ICON Honors Life Achievement Award Recipient

Glover JimJames Douglas Glover has been named the first ICON HONORS Life Achievement award recipient by unanimous vote of the ICON executive committee and with the full endorsement of ICON partners Gift & Home Trade Association (GHTA), HFN and AmericasMart Atlanta.

 The 2010 Life Achievement Award will be conferred officially at the inaugural ICON HONORS event scheduled for Saturday, July 17 at the Atlanta Marriott Marquis in conjunction with the July Atlanta International Gift & Home Furnishings Market and Atlanta International Area Rug Market. Glover will be honored posthumously at that time.

More details here.