Chris Stone reshapes with new identity, logo

Staff -- Home Textiles Today, 5/13/2002 12:00:00 AM

LOS ANGELES —

Chris Stone has developed a new company name and logo and is beginning a full-scale promotional campaign.

The company has dropped the "& Associates" from the Chris Stone name, "simplifying it to what our customers know us as," said Mark Aizawa, president.

Concurrent with the name refinement, the new logo includes the identification: "producers of fine decorative fabrics." Bruce Pachter, creative director, said, "The logo is simple and modern, reflecting who we are now: an evolved company that has always been ahead in terms of our approach to design."

To emphasize this, the company's first full-scale promotional campaign in five years will use the tag line "Always Ahead." The campaign will carry forward the legacy of Chris Stone, who "was a visionary and a modern thinker who loved doing things differently than everybody, and we're continuing that legacy," said Andrea Bernstein, creative director.

"We've got some very innovative ads and projects planned," she said. " We're going to bring a lot of excitement to the market visually. We think we may win some awards for what we're about to do," she said.

The launch begins with Showtime in July and continues through the year.

"I'm very pleased with where we're headed, and our entire team is doing a great job of generating tremendous growth for us," Aizawa remarked. The creative team in place "understands the importance of image and branding in the market," Bernstein added.