Natuzzi has new logo for 'U'
By Joan Gunin -- Furniture Today, January 20, 2002
COLOGNE, Germany — COLOGNE, Germany — With a newly highlighted "U," upholstery producer Natuzzi introduced its updated corporate logo at the International Furniture Fair here last week.
Colored sage green to stand out from the other, darker letters, the "U" suggests a direct and personal message to the consumer (you).
A new slogan for the Natuzzi brand — "It's how you live" — runs under the logo. The new catchphrase is intended to establish that Natuzzi is focused on the consumer, with a living room solution for every identity and lifestyle.
Natuzzi will officially introduce the logo to the U.S. market at the High Point market in April. The new logo will adorn retail stores and products in Europe, but Natuzzi spokesman Giacomo Ventolone said it "has not yet been determined" whether the logo would be used to a similar extent in the United States.
In addition, Natuzzi's promotional line, Italsofa, also has a new slogan — "The Italian touch" — emphasizing the line's Italian style and comfort to price-sensitive consumers. Italsofa products are produced at facilities in Brazil, Romania and China, while the Natuzzi branded line is made only in Italy.
"Our new corporate strategy is to leverage our expertise in order to serve every international market," said Pasquale Natuzzi, chief executive officer of Group Natuzzi.
Natuzzi also unveiled in Cologne a new retail display system, which he said "is designed to be a more effective merchandising tool, able to optimize floor space and maximize sales per square foot." The system features signage, product brochures, billboards, and leather and fabric swatch racks to establish brand image consistency inside and outside the store.
The system was designed in collaboration with Italian design studio Atelier Bellini, with market research by Italy's I&B and in-store communications developed by ad agency J. Walter Thompson.
The modular display is divided into such areas as "Point" (small display areas offering functional/ massage furniture) and "Space" (areas showcasing the full product line). Display components include:
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Harmony (formerly Decorator Concept), with living room styles grouped with coordinating tables, lamps, rugs and other accessories.
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Leather, devoted solely to leather sofas and chairs
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Dreamfibre, seating covered in microfibre
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Wellness, chairs with reclining or body massage mechanisms.
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Maestri, special collections created by designers such as Mario and Claudio Bellini, Iosa Ghini and Paola Navone.
| Natuzzi's Cologne show space sports the new logo that highlights the "U" in the company's name. |
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