MSI Unveils New Global Brand Identity
ORANGE, Calif. — MSI, a leading supplier of premium surfacing products in the United States, launches a major brand update.
As part of the branding initiative, MSI adopted a new brand color (metallic copper) and gave their website a fresh look and new URL (www.msisurfaces.com) —all of which echo the company’s modern identity.
The MSI logo also underwent changes to better communicate the MSI experience—with MSI in clean lettering underscored by the company’s brand essence “Making Dream Surfaces Attainable.”
The new branding draws from principles MSI was built on such as collaboration, adaptiveness, and innovation, while also representing MSI’s 40-plus-year evolution into the company it is today and capturing its bright future.
“This logo represents MSI’s future, as well as the company it has always been—one that’s modern, evolving, and committed to bringing affordable luxury surfaces to market,” said Rupesh Shah, MSI president.
MSI sought input from their partners, customers, and employees in honing their revitalized brand, which was rolled out to MSI team members at the company’s annual strategic meeting.
“We presented the updated brand to employees months before its formal release to ensure they felt included and informed about the direction we’re heading—and how that’s embodied in our updated brand identity,” Shah said.
“This was the right time to evolve our brand—we’ve been on a fantastic trajectory—expanding geographically, experiencing exceptional growth, and developing incredibly innovative products,” Shah added. “That said, we take nothing for granted. We remain humble, open-minded, and embrace a ‘start fresh every day’ philosophy to continue growing and help prepare for unexpected challenges.”
Founded in 1975, MSI offers an extensive selection of granite, marble, porcelain, ceramic, quartz, glass, quartzite, among other styles. Headquartered in Orange, Calif., MSI has distribution centers across the United States and Canada and maintains over 125 million ft² of inventory, imported from more than 36 different countries on six continents.
For more information about MSI, visit www.msisurfaces.com.
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