Cosentino has announced the brand renewal of its benchmark brand, Silestone. The new corporate identity symbolizes both an external and internal transformation that will continue to inspire people through innovative and sustainable spaces and values based on innovation, responsibility and humanity.
As part of the thorough rebranding strategy that will emphasize the importance of life in the different areas of the home and generate communication points aimed at a new generation, Silestone launched a fresh, powerful logo. Transparency and responsibility inherent in the brand’s DNA, and the company itself, are at the root of the new look. Cosentino’s Image and Brand Team, in collaboration with the independent consultancy Nadie, developed the typeface to deliver more experiential and emotional characteristics.
Details such as a 15-degree angle and graphical elements of each letter in the typography complement the design with a modern, simplistic approach. It conveys a new, fresher and youthful universe, taking the brand into new spheres of design.
The graphic design is an evolution from the previous version, maintaining the isotype + type structure, as well as the endorsement of Cosentino. The isotype continues to use its well-known “S”, interpreted with a fresher and simplified design. Applications of the design will make it a memorable icon with versatility for broad future usage in videos, textures or patterns. For the first time, the isotype is presented in two colours – Pantone® Warm Red C, an evolved shade of red, and Pantone® 629 CP, a light blue – to reflect the application or thematic area.
This innovative logo will now be used on all brand campaigns, marketing materials and digital environments, and will be present in the upcoming launches of new color collections.
The company stated that this new visual identity aligns with the sustainable attributes of Silestone, thanks to the exclusive HybriQ® technology. Developed and launched in 2020 by Cosentino, HybriQ is a technological innovation that sets a new standard in the surfaces category for architecture and design, changing the paradigm of the quartz surface market.
According to the company HybriQ uses a new hybrid formulation of mineral raw materials with equal or better performance than quartz, synthetic minerals and materials of a recycled origin. This makes it possible to reduce the use of crystalline silica in the composition of Silestone by 50 percent, achieving a reduction of up to 90 percent for some colors. With this new composition, Cosentino creates Silestone with the same mechanical and technical performance, maintaining all quality and hygiene certifications and an appearance that retains its timeless beauty while also providing new design possibilities, in-depth translucency and blurring effects.
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