The retailer is going through a change cycle in line with the shifting needs of its customers and it is implementing various initiatives to offer customers the best possible experience.
"We're looking at a number of exciting projects that encompass marketing, store development, our value chain, people development and operational systems to keep us at the forefront of providing a great customer experience," says Richard Nuss, marketing manager at Tile Africa.
Tile Africa's signature tangram design remains part of the logo as well as the key message 'our home is your home'. "It just happens to be a more modern home."
The logo design was a collaborative effort between Andrea Jacobs, creative designer at Tile Africa and niche design agency, Daniel and McKay, based in Bedfordview. "The challenge was to create a sophisticated and modern look that would be able to sit alongside the current logo as we change over," says Jacobs.
The new logo had to work for all applications, including store signage. This posed a number of practical difficulties that were solved through intensive discussions with the store development team responsible for the store signage.
The updated design features two tones of grey as well as the classic black, white and orange. "These colours allow for greater variety for signage, point of sale and for use in advertising and brings the logo in line with colour trends of greys and white, while keeping the pop essence of the brand that is the orange and black," says Jacobs.
The revamped corporate image will be reflected internally and externally through stores, advertising, digital media and stationery from June onwards.
"This new cycle of change is about being on-trend, stylish and fast. We want to make it both easy and enjoyable for our customers to do business with us," says Nuss.
For more information, go to www.tileafrica.co.za.
