Daily News

From Home Furnishing Business

ASFD Reports Rebranding Success

August 25, 2014  by in Industry   

“We have had many changes over the last eighteen months,” said John Conrad, executive director of ASFD. “We launched our new positioning--Touching Lives By Design, a new logo, a website facelift and a new Pinnacle Award trophy last year, to say the least.”

Last year’s Pinnacle Awards ceremony had its highest attendance on record.  

The Pinnacle Awards trophy, designed by Mark Tucker, draws its inspiration from the flowing form representative of the creative thinking process of a designer and unique details from ASFD’s updated logo. The Pinnacle statue’s bold silhouette is reminiscent of a summit or crowning peak. The depiction is symbolic of the award itself which is the highest honor given to furniture designers in the industry for their work. The balance of solid cherry and walnut woods paired with the polished aircraft grade aluminum base and spine showcases careful attention to detail and the ingenious blending of materials. The fine craftsmanship of this new trophy came from the high-tech artisans trained at Southern Virginia Higher Education Center in South Boston, Va. Video on the design and development of the new trophy can be seen here.

Tickets for the Pinnacle Awards Banquet are on sale now here for the Oct. 20 event.