Silestone® Changes Its Look
CANTORIA, Spain – Silestone®, the quartz-surface from Cosentino Group, is sporting a new face … as in a new typeface with a renewed logo.
The Spanish surfacing company is changing the brand look of Silestone as it evolves with consumer tastes and demands.
“As a company that takes great pride in its innovation, change is a constant,” said Eduardo Cosentino, senior vice president for global sales. “But what needed to evolve was our context — how we communicate our values, how they drive the work we do, and how it relates to the rapidly evolving consumer landscape.”
The new branding, developed by Cosentino’s Image and Brand team in collaboration with Madrid-based marketing firm Nadie, provides the brand with what the company calls “a much more-experiential and -emotional character.”
The new look involves a simplified design for the Silestone “S” logo where the artwork forms only one side of the letter and allows the viewer to mentally fill in the rest of the shape. The logo will also use warm red or light blue, depending on the application.
The Silestone name is also in a new typeface, with the letters from uppercase “caps” to lowercase settings. The new branding also replaces the “by Cosentino” tagline with “Designed by Cosentino.”
The revamped logo will now be used on all brand campaigns, marketing materials, and digital environments, and will be present in the upcoming launches of new color collections.
“The new Silestone logo brings to life the more innovative and approachable brand identity, with a new, vibrant color palette, a more symmetrical and architectural archetype and a softer, more friendly font face that leans into the brand’s more emotional identity,” said Eduardo Cosentino, who’s also the CEO of Cosentino North America in Coral Gables, Fla.
The company also sees its new visual identity being in line with the new responsible and sustainable character of Silestone® and its HybriQ® technology, involving a new production process and new product composition.
Contributing to the new process is manufacturing with 99% reused water from production processes and 100% renewable energy, and a new hybrid formulation of mineral raw materials to reduce the use of crystalline silica in the composition of Silestone® by 50% (and up to 90% for some colors.)
“We no longer consider ourselves a sustainable brand. We are an activist brand,” said Eduardo Cosentino. “We believe saving our planet requires radical change, and we’re passionate about setting a precedent for the industry by revolutionizing how Silestone is formulated and manufactured, and forging new alliances with organizations across the globe equally committed to the cause.”
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