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DARRAN Furniture announces new logo, brand identity

April 23, 2018

HIGH POINT, N.C./ -- DARRAN Furniture, a leading national furniture manufacturer for commercial interiors, recently announced the business’ rebrand. The comprehensive rebrand elevates the focus on high-end design at a mid-market price, and includes a new logo, industry positioning and product lines.

DARRAN introduced furniture collections at NeoCon 2017 that expanded the company into new product categories, bringing a great opportunity for growth. They will continue developing workplace designs that focus on team performance, and manufacture furniture that improves efficiency and organization in the workplace.

New branding will further enable DARRAN to stand out as progressive, and appeal to architects and designers in growing markets, such as technology and universities. 

“We see an opportunity to re-tell not just our logo, but our entire brand,” says Casey McDaniel, Director of Marketing and Design at DARRAN. “We are proud to be progressive in this industry, and our new brand identity will illustrate just how far we’ve come, and where we anticipate going.”

The redesigned DARRAN logo brings a sharp new visual identity, eliminating the visual divide between “DAR” and “RAN.” The logo re-establishes the company as artisanal, refined and on the forefront of design trends. The company’s new tagline, “true to craft,” pays homage to DARRAN’s core values – continuing to take pride in their customers, craft and resources. This language speaks to the foundational belief that in a vast manufacturing landscape of machinery and automation, it still takes a skilled craftsman to give attention to detail.

“The recent direction of DARRAN’s product development is taking our furniture into spaces that are new to us,” notes Jennifer Hollingsworth Cashion, president of DARRAN. “We knew we had to re-tell our story of using quality resources to build modern furniture that is true to craft.”

Please visit www.darran.com to explore the redesigned website and learn more about the products offered.

DARRAN Furniture is a woman-owned, family-operated, high-quality mid-priced furniture manufacturer recognized for a broad spectrum of desk and workstations, reception stations, conference tables and seating solutions. Since 1977, DARRAN has grown to offer diverse collections for commercial environments, a tremendous selection of veneer finishes, design options, and functional solutions fitting for today's commercial interiors and corporate budgets.