Page 20 - Lighting Magazine January 2019

| IntheNEws
DAL S MARKET CENTER RE UNCHES BRAND
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“This is a marketplace with relentless creative energy, and it’s also a com- munity moving forward and adapting to modern challenges and opportunities,” adds Penni Barton, Executive VP/ Marketing. “The new logo signi es this dynamic direction and our continuing mission to support ideas, people, and products.”
To further underscore its commitment to the customer community, the market center also announced the launch of a new magazine – Spark – which will o er practical business advice and inspiring trends alongside stories of artists and entrepreneurs. The magazine will be delivered to 50,000 businesses and is the brainchild of DMC Creative Director Guillermo Tragant with an internal team, external agency, and an international group of designers and writers.
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The Dallas Market Center (DMC) unveiled new branding, including a new logo and magazine. Both
elements are part of a comprehensive, multi-stage strategy to lead with purpose in the new era of wholesale buying.
The new logo – with its distinct pat- tern of ve visual elements in speci c colors – signi es the creativity, unity, and diversity of the industries at DMC and was developed in partnership with the global agency studio’farrell.
“We have been uniting ideas, people, and products for decades but starting today we are shaping a new future
together,” says President & CEO Cindy Morris. “The logo is a sign that we are taking bold steps to inspire and em- power business success with new tools, a new mindset, and renewed purpose.”
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