CHICAGO – LX Hausys America Inc. unveiled new brand identities for its HIMACS Solid Surface and Viatera Quartz Surface brands, and a new brand identity for its resilient floorcovering line of products, HFLOR, at NeoCon last week. The new brand identities reflect the company’s name change this summer from LG Hausys America to LX Hausys America.
The new name is a result of the company’s position within the recently established LX Holdings Corp. The holding company is a globally diversified organization recently spun off from LG Group, the South Korean multinational conglomerate best known for its advanced consumer electronics.
Concurrent with the name change, the company introduced a new logo. It pays homage to the company’s roots, looks to the future and embodies the organization’s management philosophy: “Link to a sustainable future.” Of significance, the “X” within the LX Hausys logo is intersected with an ascending diagonal line, which is a visual representation of the company accelerating into the future, notes the firm.
An ascending diagonal line is now found within each brand logo. This subtle design treatment creates a unified look between the company and its three brands, the company continues. It also ensures the company’s mission for creating a more sustainable future is consistently visually represented across its portfolio of brands.