For the curious among you, we’ve included a little more detail below about how our world has changed and the thinking behind the changes we’ve made.
50 years in the making
Advance Flooring are known for being good people to work with. We’re a family-owned, multi-generational business started in 1976 with a reputation that we’ve worked hard to uphold.
Responding to change
Almost five decades later, a lot has changed, and a lot hasn’t. The worlds of architecture, interior design and construction have changed significantly. Our clients’ expect more of their partners and the products they specify. Advance has responded with products that work in a contemporary context and aesthetic, underpinned with the performance and durability you’d expect.
Getting our ducks in a row
Conversations and research late in 2023 pointed to a gap between the experience of our people and products–and our brand. The initial brief was to create a brand that designers would take seriously– a reflection of the partnerships we’ve fostered over decades of working alongside designers. Our growing portfolio of innovative products required a brand that is fit for purpose.
Good vibrations
This year we’ve been working on our brand to more accurately express ‘who we are’ and ‘why we are’ and not just ‘what we sell’. A brand that better fits with our position as market leaders and sets us up for the future. A brand that does our products proud and helps us carve out our place in the world. Most of all, it’s a brand designed to resonate with our clients.
Honouring our essence
‘Advance’ is in our name and our brand essence “Moving flooring forward” is at the heart of everything we do. We provide solutions to the contemporary challenges designers face, beyond just products.
An ethos to live by
We’ve also been asking ourselves the hard questions about our purpose, mission and vision–the very foundations of our ethos at Advance Flooring. Rather than sharing those with you, we’d like to think we demonstrate them in our client relationships and in everything we do.
Onward and upward
The new symbol for Advance is an expression of our essence. It represents the four generations of our family business and has a deliberate sense of movement–forward and upward. It is also a visual evolution from an earlier symbol.
Same, same, but different
Over the next few months, we’ll be rolling out our new brand and brand expression.
We hope you like it as much as we do. Rest assured, we’re the same company dedicated to great products and service, all designed to make environments that are better for people to work, live and play.