1/5/2010 8:40:22 AM
Brand Rollout Release
The HON Company Introduces New Logo and Branding
First Mark Alteration in More Than 40 Years
New Logo Reflects The ‘New’ HON
Smart, Proactive, Responsive and Ready to Serve
Muscatine, Iowa – January 6, 2010 – For some time now, there has been a “buzz” in the office furniture industry… reflecting the direction of the second largest office furniture manufacturer, The HON Company. This “buzz” has been extremely positive… and includes words like smart design… innovative solutions… strategic partnerships… inspiring headquarters and showroom spaces… unsurpassed customer service… and above all, commitment. To better reflect the energy within HON and the “at-your-service” attitude of its members, the company has introduced a new logo and branding initiative – the first such endeavor in more than 40 years.
“There was never a better time to introduce a new logo and branding – it reflects the investment HON has made during a very challenging economic climate and publicly demonstrates not only where HON is today; but also where we’re heading,” said Tim Smith, director of brand communications for The HON Company. “It reinforces that we’re a smart player in the market, that we have great products driven by customer research, and that we’re ready and empowered to serve our customers and deliver solid solutions.”
This is only the third time the HON logo has been updated since Home-O-Nize (the company that eventually became HON) was founded in 1944. The re-branding initiative was shaped primarily by customer feedback – through the interactions HON members have with channel partners, facility managers, architects, designers and end-users. The goal was to refocus the brand platform to more accurately reflect how the company delivers meaningful products and services that exceed today’s market demands, and providing the tools and support its channel partners need to succeed.
“A new logo says a lot about a company,” added Smith. “It signals a change… it raises a flag. It attracts attention. HON’s new trademark represents a friendly, approachable company, brimming with smart solutions we’re eager to share.”
The HON branding initiative involves much more than a logo, however – every touch point and experience created on behalf of The HON Company is an opportunity to strengthen the HON brand in the mind of anyone receiving that communication. The branding initiative includes an integrated program to complement the visual identity throughout its materials.
“While our logo may look a little different today, the core HON values of honesty, integrity, fairness and respect remain as important to the HON brand as ever,” explained Smith. “For us, the new look and feel of the HON brand simply sets these timeless values in a new context.”
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About The HON Company
The HON Company is a leader in the design and manufacturing of workplace furniture including chairs, storage, panel systems, tables and desks. Headquartered in Muscatine, Iowa, The HON Company has numerous manufacturing facilities strategically located throughout the United States, and markets its products through a nationwide network of dealers and retailers. The HON Company is an operating company of HNI Corporation (formerly HON INDUSTRIES). For more information, visit www.hon.com.
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