MITYLITE INTRODUCES NEW BRAND IDENTITY
MityLite underscores continued product and service commitments to historically strong sales channels, while also announcing expansion into the restaurant furnishings market.
OREM, Utah — September 30, 2013 — Leveraging its 25 years as a global manufacturer of meeting, event, and banquet furniture, MityLite today introduced a new corporate identity including a new logo, tagline, and website. "MityLite, Durability By Design" keeps in place the manufacturer’s brand legacy of well-built and long-lasting folding table and chair products, while purposely accentuating MityLite’s growing design and customization offerings.
The new brand identity underscores MityLite’s heritage of manufacturing superior product that is professionally designed and affordably priced. It is also intended to resonate with the restaurant market, into which MityLite is expanding with a new line of restaurant tables and chairs.
The brand identity of the commercial furnishings manufacturer has undergone relatively minor updates since the company’s founding in 1987. "MityLite has always exemplified a high level of professionalism in how we interact with our customers. That combined with the increasing sophistication and design implications our products have on a customer’s facility, really demanded a brand update to better reflect who we are,” said MityLite Vice President of Marketing Spencer Posey. "From a strategic standpoint, and taking into consideration our strong market leadership and sales growth, it was time to go bold with a new look for the company.”
Because MityLite products perform durably in demanding environments for a variety of commercial applications, its market base includes a broad customer mix, including: hospitality, education, public assembly, government, and worship.
Commenting on the expansion into the restaurant furnishings market, CEO John Dudash adds, "Combined with aggressive new product development, enhanced marketing, and a sales focus that’s backed by a customer-first philosophy, MityLite has the tools and experience to provide added value to customers within the hospitality, restaurant, and A&D markets. Our broadened foodservice and dining product lines coupled with an increased focus on design further solidifies MityLite as a single source for durably designed furniture that helps make our clients’ jobs easier.”
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