Karndean Designflooring Updates Logo, Branding

Luxury vinyl specialist Karndean Designflooring has unveiled a new logo and brand colour palette.

“This refresh stems from our drive to push the boundaries of design in luxury vinyl flooring, our family culture and our belief that everyone deserves a Karndean floor in their home,” says the company’s director of marketing, Jenne Ross.

While still recognizably Karndean with the use of its signature red colour, the Great Dane, Smokey — a logo staple since the company’s beginnings in 1973 — now features even more prominently in visual branding.

“Smokey (adds) personality and warmth to our marketing,” says Ross.

The company began in the United Kingdom when a flooring installer with a passion for great product design created a small business from his family home. The original Karndean team worked out of that house for several years and the family’s trusty dog, Smokey, made frequent appearances in meetings. For the family and the company’s early employees, these years bring back many fond memories. Today, Smokey embodies the shared qualities of a Great Dane and Karndean floor — unmistakable, protective, dependable, loyal and a pillar of the household, says the company.

“This new look affirms who Karndean Designflooring has become over the last 50 years, while retaining the core company values and purpose on which we were founded,” says Ross.