Louisville Tile Rebrand

challenge

Louisville Tile's positioning and visual identity had the opportunity to convey their 65-year legacy of premium quality and excellent customer service.

TASK

Our team repositioned Louisville Tile as a welcoming, inspiring, and experienced partner in their customers' tile selection journey. A new manifesto was written to provide a new source of truth for the brand, which was pulled through in all creative expressions.

action

I deconstructed their logo to assess what was working, then explored how the pillars (welcoming, inspiring, experienced) would be represented. This thinking was applied to all elements of the brand that followed: typography, color, photography, and messaging. Then, all treatments, assets, and usage rules were documented in a comprehensive brand guideline for handoff.

RESULT

The final logo is an evolution of their previous mark – it retains the legacy of experience while pushing the brand forward into a more innovative space. The square form was kept, to evoke trust and confidence using shape psychology. The interlocking double L represents the connectedness of Louisville Tile's service and customer needs, creating a welcoming feeling of community.