Daily News
From Home Furnishing Business
New Logo for Raffel Systems Nods to Innovation Commitment
September 27,
2019 by Jane Chero in Business Strategy, Industry 
Wisconsin-based Raffel Systems, producer of electronic controls for furniture, cinema seating, bedding, and more has a new logo. The stylized “R” embedded in a circle enhances the company’s familiar typographic logo and is a nod to the switches and buttons that are important components of its many innovative products.
The new logo, which is executed in shades of blue and gray, will be used on the company’s website, social media, brochures, and collateral materials.
“Raffel Systems is taking initiatives to enhance our brand in order to stay relevant in the ever-changing world of technology.” said John Dudash, CEO of Raffel Systems. “Adding the “R” icon logo to our current wordmark represents our future in a way that pays homage to our entrepreneurial and innovative beginnings as we continue forward,” added Dudash.
Raffel Systems began in 1982 when Mark Raffel, the owner of a furniture retail store in Milwaukee, Wisconsin, started adding motors and heaters to the furniture he sold to make it more comfortable. Today Raffel is a global producer, providing design, engineering, manufacturing, sales, customer service, and technical support to customers in the United States, Asia, and Europe.
“We are refining our branding in a way that both reflects our roots and shows who we have grown to be,” said Rich Weeden, president of Raffel Systems. “The ‘R’ represents our name, our resilience, our adaptability, and our strong standing in the industry.”
Among Raffel’s most recognized products are integrated cupholders for home and commercial theaters designed with push button controls for motion, lights, and USB charging. The company is also a leading source in the home furnishings and bedding industries for adjustable motion, massage, lighting, charging and integrated sound solutions, operated with hand controls or with a wireless smart-device app.