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ASFD Reports “2013 New Initiative Campaign” a Success

Furniture World News


The American Society of Furniture Designers reports their new initiative of rebranding a big success. “We have had many changes over the last eighteen months,” states 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 (ASFD), 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, Virginia (svhec.org). Video on the design and development of the new trophy is at: https://www.youtube.com/watch?v=BH0DiuuWuAc.

ASFD is gearing up for another record breaking Pinnacle Awards Banquet. Tickets are on sale now at https://asfd.z2systems.com/np/clients/asfd/event.jsp?event=7& for the October 20th event.

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