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Take a Look: SURTEX Unveils Bold New Branding To Reflect Its Dynamic Leadership Role in the Trend-Setting Applied Art Industry
WHITE PLAINS, NY, DECEMBER 2, 2009 -- Fast forward to tomorrow: SURTEX® is already there.
Look again. SURTEX is rolling out a new brand platform that heralds the upbeat future of the applied art industry. With the unveiling of a new logo, website and marketing campaign, SURTEX confirms its leadership role in the cutting-edge world of art and design licensing.
“Our newly-released brand positioning sets an energetic pace for the coming decade, which looks brighter than ever for the industry,” says Penny Sikalis, GLM vice president and show manager.
“SURTEX is where the applied art industry refuels and reinvents itself for the marketplace, every single year,” Sikalis notes. “It's a crucible, the place where designers and licensees come together to fashion a host of products that add style and beauty to people's lives around the globe.
“Our new branding reflects how SURTEX is leading the charge into the future for the applied art field,” she adds.
The debut logo boasts trend-setting graphics and bold colors that draw attention to the power of design. It's a moxie makeover, reflecting the very industry that SURTEX fosters: the hip, fast-paced world of commercially-successful art and design. “Our new logo will be consistent in all print and electronic marketing elements -- and it won't stop there, but will continue “live” through SURTEX 2010 at the Javits Center in May,” Sikalis notes.
As a key theme of its new brand platform, SURTEX will be showcasing “The Originals,” a shout out for originality, focusing in particular on exhibitors' art and design. “After all, originality is the heartbeat of the show, the magnet that pulls in high-powered participants,” says Sikalis. “With the concept of ‘The Originals,' we're putting the spotlight where it belongs: on the talented individuals who create art and the skilled talent spotters who help put it out there for all the rest of us to enjoy.”
The trade show's website also sports the fresh face of the new branding. Keeping the existing URL for continuity, surtex.com has been redesigned for optimal functionality. Cutting-edge features include integration of streaming industry news, up-to-date exhibitor images and the latest show updates. The result is a fluid, comprehensive resource for the entire art and design community, providing vital industry-oriented info that's just a click away.
The trade show is also ramping up its marketing campaign for the 2010 show. A series of SURTEX ads will begin appearing this month, in both print and online versions. And the trade show's newsletter, On the Surface, is more timely than ever, coming out now on a monthly basis. Insiders no longer have to wait until January to be in the know about next year's show.
“We're excited about the new brand platform because it better reflects SURTEX and its direction for the future,” says Sikalis. “What you see is where we are: front and center of the industry. It's an exhilarating place to be as we head into the second decade of the 21st century.”
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For further information on SURTEX 2010, contact Penny Sikalis, Vice President and Show Manager at 914-421-3297, penny_sikalis@glmshows.com or visit www.SURTEX.com.
SURTEX is managed and produced by GLM®, LLC.
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Industry News
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Loloi to Debut Kate McRostie Line at Home Fashions Market DALLAS–Loloi Rugs has teamed up with artist and licensor Kate McRostie for a line of accent rugs that will bow at next month’s New York Home Fashions Market. 02/25/2010 Mary Engelbreit to Answer Artist’s Questions About Art Licensing (Portland, Oregon) February 11, 2010 – On Wednesday, March 17, 2010, art licensing industry trail-blazer, Mary Engelbreit, will spend an hour sharing her expertise with artists interested in learning more about how to license their art. 02/11/2010 Paul Brent to Teach Artists How to “Brand Yourself for Success in Art Licensing” (Portland, Oregon) February 4, 2010 – On Wednesday, February 24, 2010, Paul Brent will conduct a teleseminar to help artists learn about how branding can help or hinder their art licensing business. 02/05/2010 New iPhone App for Artists Interested in Art Licensing A technology first in the art licensing industry, a multimedia business center for artists is now available to anyone with an iPhone. Created by Artist Tara Reed, the Art Licensing Info iPhone App links artists to educational, motivational, industry and business resources. Released in January 2010, the free Art Licensing Info iPhone App may be downloaded at http://itunes.apple.com/us/app/art-lic-info/id349101247?mt=8. 01/21/2010
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SURTEX News
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What's Coming Next - And Why? Industry Forecasters Will Tell All in Fast-Forward Trend Presentations at SURTEX WHITE PLAINS, NY, March 1, 2010 - If you're wondering what's ahead, ask someone who knows how to see around the corner.
Trend spotters Barbara Richardson and Milou Ket have earned their reputations for being ahead of the curve in understanding what's next in designer visions, consumer yearnings and commercial products. The two industry insiders will be unveiling the look and feel of tomorrow in their trend presentations at SURTEX® 2010 in May.
03/01/2010 The Debut of The Licensing Gallery at NYIGF a Smashing Success White Plains, NY, February 17, 2010 -- A double-digit increase in attendance at the Winter 2010 New York International Gift Fair® (NYIGF®), and healthy order writing reminded many of business activity not seen since early 2008. And the new Licensing Gallery @ NYIGF®, a new business-to-business resource connecting surface designers, artists and licensing agents with gift and home manufacturers, and a lead-in to SURTEX®, was a major beneficiary. 02/17/2010 Move Over Easel - Make Room for Business Tools: SURTEX Conference Mentors Will Deliver Tough-Minded Strategies to Help Artists Succeed in a Tough Economy WHITE PLAINS, NY, January 28, 2010 -- Mind your business, artists. That's the message of the SURTEX® 2010 Conference Program, “The New Reality of Art Licensing and Sales: Strategies for Business Prosperity in a Tough Economy.” 01/28/2010 Tech & Biz are all the Buzz in SURTEX 2010's New ReSource Center, Bringing Together the Latest Tools for Professional Artists and Designers WHITE PLAINS, NY, DECEMBER 17, 2009 -- Everything you ever wanted to know about running a cutting-edge design business, all in one place. That's what SURTEX® 2010 is offering designers and artists with this year's debut ReSource section.
“This dedicated exhibit area will feature the latest business and technology-related tools for the design field,” says Penny Sikalis, GLM vice president and show manager. “We're responding to the ongoing and growing need for professionals to stay on top of technology and to stay competitive in their businesses.”
12/17/2009 Take a Look: SURTEX Unveils Bold New Branding To Reflect Its Dynamic Leadership Role in the Trend-Setting Applied Art Industry WHITE PLAINS, NY, DECEMBER 2, 2009 -- Fast forward to tomorrow: SURTEX® is already there. Look again. SURTEX is rolling out a new brand platform that heralds the upbeat future of the applied art industry. With the unveiling of a new logo, website and marketing campaign, SURTEX confirms its leadership role in the cutting-edge world of art and design licensing.
12/02/2009 Now Called designext, the SURTEX 2010 International Student Design Competition Sends Out Call for Entries WHITE PLAINS, NY, November 18, 2009 – Where do beginners begin? What can newcomers do to prove themselves to industry professionals? How can art students move from the classroom to the real-world marketplace? 11/19/2009 New Licensing Gallery Extends SURTEX Opportunities and Exposure WHITE PLAINS, N.Y., September 4, 2009 – “The Licensing Gallery @ NYIGF®,” a new business-to-business resource connecting surface designers, artists and licensing agents with gift and home manufacturers, will debut at the winter 2010 edition of the New York International Gift Fair® (NYIGF®). 09/04/2009
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On The Surface
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Reporter's Wetted Finger Detects Change for the Better Blowing in the Wind "The buzz is back in the industry," reports globe-trotting journalist Francesca Ash, back to her Total Licensing publisher duties in East Sussex, UK, after her seasonal whirl around the winter trade show circuit. 02/20/2010 Trend is to Quality, Color, Innovation Ready for a new translation of the traditional Three R's?
The updated basics are now repairing, recycling, and rethinking - finding new ways of using known materials and products - says Milou Ket, the Amsterdam-based styling and design leader who will be a SURTEX speaker in May. 02/20/2010 Innovation, Say Top Prognosticators "Innovation is where we're going in the next decade," believes Doty Horn, Director of Color and Design for Benjamin Moore.
Patricia Bouley, the well-known New York color consultant, couldn't agree more. "Designers are having to be innovative and fresh," she observes. 02/20/2010
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