World Market Center Unveils Its New Logo And Brand Strategy

Furniture World Magazine

After recently submitting architectural design plans for World Market Center , the Las Vegas-based home furnishings market is ready to unveil another part of its design identity - the logo. Clearly a derivative of World Market Center’s architecture, the logo demonstrates the next evolution of the project as it combines the physical construction with image and brand building. "We are creating a completely new market for the furniture industry – something that is global, cutting-edge and a fully integrated master-plan. Our logo and image must define this position and communicate the market’s unique attributes," said Shawn Samson, a Managing Partner of World Market Center, LLC. "We also felt that it was important to maintain thematic integrity from the inside out and across all phases of development, which is why both the campus’ architecture and the Las Vegas landscape were sources of inspiration for the logo design." The logo, designed by World Market Center’s advertising and PR agency Quillin & Co., pairs the terra-cotta color scheme of the campus with the tag line "Showcase to the World." The tag line emphasizes the global positioning of the Center to serve both domestic and international exhibitors and buyers. World Market Center SM serves as the umbrella brand to a multi-phased campus dedicated to home furnishings industry. Ultimately, there will be a series of identifiable marks, or a "suite of logos," that will represent all of the sub-markets of the Center. "World Market Center represents a dynamic new showcase for the industry in the new millennium, which will draw from all over the world," said Jack Kashani, a Managing Partner of Furniture Mart Enterprises. "After much research we concluded that the identity and scope of the project must reflect its global orientation, and that the industry sub-markets represented must share a common branding theme throughout the center." Designed by the world renowned architectural firm The Jerde Partnership, World Market Center SM will be a spectacular multi-phased international and domestic home and office furnishings complex located in the heart of downtown Las Vegas. The first stage of the project will dominate the complex and become known as World Market Center Towers - four million square feet of permanent showrooms dedicated to all segments of home and office furnishings. World Market Center is now pre-leasing space in the first phase - one million square feet of permanent showrooms. For more information about the project or leasing space, contact David Palmer at (888) 416-8600 or by e-mail: Palmer@LasVegasMarket.com.