Announcing Columbia Forest Products updated
brand and tagline.
Columbia Forest Products unveiled a new corporate brand identity June 19, 2013. The new branding initiative, which includes a logo and tagline, is part of a branding initiative that emphasizes Columbia Forest Products' unique position in the North American hardwood plywood market as a product and process innovation leader.
The new Columbia Forest Products logo introduces a maple leaf pictorial element, symbolizing the North American-sourced hardwoods that are the foundation of the company's product line.
A new accent color framing the maple leaf reflects Columbia's healthy and green product philosophy and environmentally-responsible nature of its material sourcing and manufacturing processes.
Despite these new visual elements, the new corporate logo preserves the shape of the prior logo's lettering, suggesting a continuity and evolution in the branding rather than a complete departure from the company's historic mission and focus.
According to Brad Thompson, President and Chief Executive Officer, the new corporate tagline describes what Columbia Forest Products promises to the market and to the wider world. "Our tagline 'Innovating Responsibly' captures what we stand for and what our customers can expect from us. It's a memorable phrase that reflects unique points of differentiation from our competitors," Thompson remarked.
"The record clearly shows how we've led in environmental responsibility and innovative manufacturing. Going forward, we remain committed to leading the industry and moving it forward – but always in a way that's right with the world," Thompson observed.
"What this means is keeping our strong commitment to customer service, along with implementing lean manufacturing practices so we can continue to offer top-quality products at competitive prices. It also means engaging in proper behavior-based workplace practices so we can continue to minimize safety incidents," Thompson explained further.
"Above all, it means conducting ourselves with absolute integrity," he concluded.