New brand mark captures the essence of “the California look”
Hoffman Fabrics launches a new logo, the first change to its well-recognized brand mark since 1976. Over a span of nearly 40 years, the now-retired Hoffman logo rose to iconic status in the textile industry, representing consistently high quality and innovation. The new logo is only the third version of its brand mark since the company was founded in 1924 as Hoffman California Woolens by Rube P. Hoffman.
Hoffman California-International Fabrics is one of North America’s oldest operating wholesale textile converters. The new brand mark is designed to evoke Hoffman’s earliest days as a trailblazer, particularly its significant role in helping establish the Los Angeles textile and garment industries and designing fabrics with “the California look.”
As a consistent innovator in the fabric industry for over 91 years, Hoffman Fabrics can lay claim to being a visionary pioneer in many facets of the business, many of which are now considered standard practices today,” said Tony Hoffman, company president. “As the Hoffman Company moves into the next generation, we have recommitted ourselves to advancing our level of innovation and design. We also want to create the highest possible level of customer satisfaction that results in preferences for Hoffman products over those of our competitors.”
“At Hoffman, we believe our brand lives in the minds of our customers,” said Peter Ashworth, chief operating officer. “The Hoffman brand must be viewed from the perspective of the customer’s experience, and must create a clear definition that is embraced by our customers, and aligned with their buying preferences and needs.”
“Our new icon represents a contemporary approach and excellence in execution, while maintaining a classic view that keeps the true essence of Hoffman culture, style and design,” Ashworth said. “Our new logo represents our brand and is an identifiable entity that makes specific promises of value delivered to our clients and customers across multiple national and global markets, time zones, and individual customer creative preferences.”