Armstrong World Industries

As the world’s leading manufacturer of floor, ceiling and wall systems, Armstrong World Industries determined one global positioning and brand look was required to stay competitive and relevant in all markets – something that would unify their product offering yet allow the brand to embrace regional differences.

Haft2 worked with Armstrong to develop the global positioning “Inspiring Great Spaces”. The new tagline required a new visual identity system and brand standards to consistently apply to all applications. Our work also included updating the iconic Armstrong logo, and developing global brand colours and a new design system (print and digital) for marketing and communication applications.

For the first time in 150 years, Armstrong achieved global brand consistency in corporate communications. The new positioning provided a renewed and unified employee spirit worldwide, while increasing positive brand recognition with architects, designers, specifiers and consumers.

To avoid geographical and cultural miscommunication with colour, take the time to test, to understand the emotional connection your brand colour can communicate.