Launch of New Brand Identity in Keeping With sofSurfaces' Global Leadership in Rubber Surface Tiles | Athletic Business

Launch of New Brand Identity in Keeping With sofSurfaces' Global Leadership in Rubber Surface Tiles

Source: sofSURFACES

For almost 30 years, sofSURFACES has earned a reputation for designing, manufacturing and installing the safest, most durable, aesthetically-pleasing and easy-to-maintain rubber tiles available anywhere in the world. To better reflect our global leadership, from our pioneering spirit to our ongoing commitment to excellence, we are introducing a new brand identity.

Our new brand identity retains elements and influences from our original logo. The lower case treatment of 'sof' is framed by an upwardly positioned square that is representative of sofSURFACES rubber tiles. 

This iconic treatment blends seamlessly with the word 'SURFACES', in upper case, to convey an overriding sense of strength. A modern, professional font provides a contemporary feel. The company name sits proudly upon a descriptive statement of what we are the very best at, 'rubber tile solutions'.

To help differentiate our product offerings for our customers, we have also created an integrated suite of sub-brands for duraSAFE; duraTRAIN (formerly DURAFLEX), and; duraSTRONG. The consistent use of 'dura' for each product category clearly and consistently identifies our suite
of proprietary products. While each product channel uses a distinct font treatment, the use of the upward square icon provides an immediate connection with the overarching sofSURFACES logo. Like the overarching brand identity, each sub-brand is supported with a descriptive baseline statement.

These new logos will provide an important visual representation of who we are and what we do. They will stand for innovation, hard work, high standards and integrity. And they will help our dealers around the world communicate more effectively with our current and future customers.

You will begin to see these new logos in all of our promotional materials, both online and in print. If you have any questions regarding these recent changes or require any of these assets to support your sales and marketing efforts, please contact our Director of Marketing, Chris Chartrand at or by calling 1-800-263-2363 ext. 224.

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