High Point Market Name Now Official

August 23, 2006  by in UnCategorized   

By Home Furnishings Business in High Point on August 2006 The International Home Furnishings Market now operates under the name everyone in the industry calls it--the High Point Market.

The High Point Market Authority, which also switched its name to reflect the branding initiative, also introduced a pair of new logos for the show and the authority during its Board of Directors meeting yesterday in High Point.

“While a logo was developed for the authority around the time of its inception, none has existed for the market itself,” said Brian Casey, High Point Market Authority presiden. “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.”

The authority and the market essentially share the same logo symbol, a multi-branched tree. Casey said it made no sense for the authority to have a logo disconnected from the market itself.

“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 tree speaks to the High Point Market’s early history and the case goods makers who essentially planted the seed for market years ago; and as a growing organism, also symbolizes ongoing growth.

The logos are designed to change color in time with the spring and fall Markets.

In addition to announcing the re-branding initiative, the High Point Market Authority elected two new members to its board of directors. They are: Jeff Scheffer, president and chief executive officer of case goods major Stanley Furniture Co.; and Lynn Davis, president of upholstery and case goods supplier Davis International. In addition to running his company, Davis has emerged in recent years as an important showroom developer, especially in the South Centennial area of High Point.