New Identity is the Most Significant Brand Identity Change in More Than 30 Years
JOHNSON CITY, Tenn. — Mullican Flooring, a leading manufacturer of quality hardwood floors, debuted its new company logo at the National Wood Flooring Association (NWFA) Expo in Tampa, Florida, held April 11-14 at the Tampa Convention Center. This change marks the largest and most significant update to the logo since the company was founded 33 years ago.
To reflect Mullican Flooring’s brand and dedication to conservation and sustainability, the new icon was changed to communicate the company’s most important natural resource and its birthplace within the Appalachian Mountains. Mullican’s new logo showcases the figure of a tree and mountain ranges.
“We are proud to unveil our new identity and prouder still to affirm our commitment to time-honored values that have guided us from the beginning,” says Neil Poland, President of Mullican Flooring. “We may have a different look, but our values are deeply ingrained and unchanged.”
The Johnson City, Tennessee-based company begins its exclusive manufacturing process in the Appalachian Mountains, which are known for their slow-growing hardwoods and beautiful, consistent grain patterns.
Once harvested, no part of the tree is wasted at a Mullican Flooring plant. The tree bark is processed into mulch, wood chips are used for heating fuel, leftover wood blocks are made into charcoal and more. These strongly held beliefs and processes are all reflected in the brand’s new identity.
“We believe our natural resources should be valued and protected,” says Poland. “When people put our products into their homes, they strengthen their connection with nature.”