Loloi introduces new logo, branding campaign

Ray Allegrezza -- Furniture Today, October 15, 2012

LoloiHIGH POINT - In addition to unveiling a host of new rugs, Loloi is also introducing buyers to a new logo and a new branding campaign that it says underscores the company's ingenuity.

With a tagline, "A Pattern of Distinction," and a modern, stylized logo accompanying it, Loloi is revealing its new look in its High Point Market showroom here this week, in space D-320 at the International Home Furnishings Center.

"A Pattern of Distinction has a clever double meaning that represents us well," said Cyrus Loloi, executive marketing director. "Our patterns on individual rugs are original and distinctive, but over time, we've also developed a pattern of introducing distinctive rugs and maintaining solid business practices."

The new logo features a stylized "L," which he says subtly conveys the idea of a thread. According to Loloi, this imagery represents the material and techniques used in creating the company's unique rugs.

While the company's full name, Loloi Rugs, was included on the previous logo, "Rugs" will be absent from the new version.

"Loloi has plans in the very near future to expand into pillows, throws and other home furnishings," said Loloi. "We wanted our new logo to be reflective of our plans to move forward."

The new brand identity will be included in all of Loloi's future products and applied to all of its branding and marketing communications.