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New logo, new magazine are first elements in strategy supporting new era.
December 5, 2018
Dallas Market Center, the wholesale marketplace welcoming buyers from around the world, unveiled new branding for the company including a new logo and magazine. Both elements are part of a comprehensive, multi-stage strategy to lead with purpose in the new era of wholesale buying.
The new logo, with a distinct pattern of five visual elements in specific colors, signifies the creativity, unity and diversity of the industries at Dallas Market Center in a contemporary and powerful way. The logo, developed in partnership with global agency studio’farrell, will be implemented across all branded materials immediately.
“We have been uniting ideas, people, and products for decades but starting today we are shaping a new future together,” said president and CEO Cindy Morris. “The logo is a sign that we are taking bold steps to inspire and empower business success with new tools, a new mindset, and renewed purpose.”
“This is a marketplace with relentless creative energy, and it’s also a community moving forward and adapting to modern challenges and opportunities,” said Penni Barton, executive vice president of marketing. “The new logo signifies this dynamic direction and our continuing mission to support ideas, people, and products.”
To further underscore its commitment to the customer community, the market center also announced the launch of a new magazine: Spark. Across the colorful pages of the new publication, practical business advice and inspiring trends are featured alongside real stories of artists and entrepreneurs. The magazine will be delivered to 50,000 businesses and online in mid-December. The innovative publication is the brainchild of Dallas Market Center’s new Creative Director Guillermo Tragant, working with an internal team, external agency and an international group of designers and writers.
In Spark’s first issue, Los Angeles designer Justina Blakeney shares her secrets of success; Texas silversmith Clint Orms is profiled; award-winning retailer Coco & Dash offers advice; and across almost 200 pages numerous entrepreneurs and artists share their motivations plus new trends and products are presented.
These advancements at Dallas Market Center, to be followed by additional initiatives, take place during a period of dramatic change in retail and wholesale that presents opportunities for businesses to serve customers with new products and experiences to drive interest and sales, the market said in making the announcement. Among Dallas Market Center’s leadership positions: the largest residential lighting trade event in North America; the largest and most successful open-daily design center; dominant trade events for gift, home decor, holiday and floral; and the nation’s most comprehensive apparel and accessories marketplace featuring the latest styles from East Coast and West Coast designers.
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