The twice annual lighting trade show known industry-wide as the “International Lighting Market” in Dallas is getting a new name and look as part of a rebranding effort. The new name – Lightovation – was chosen to reflect the lighting industry’s emphasis on leadership and innovation.
The name change has been in the works for the past year and involved the participation from the Lighting Board of Governors (an elected leadership panel of lighting manufacturers that exhibit at the Dallas Market Center). The new identity is the most telltale sign of upcoming changes that will carry through all of the Dallas Market Center’s communications and promotions of the event as well as the physical marketplace. To support the new identity, a new ad campaign will debut in upcoming months.
“Lighting showrooms everywhere will see the Lightovation brand and its iconic, modern logo as a strong signal of the global home of innovative lighting technology; passionate leaders; and stylish, quality products from lighting’s preeminent companies,” says Cindy Morris, President and CEO of Dallas Market Center. “We look forward to a very exciting 2016 and to vigorously promoting the innovative lighting industry and its inspiring Dallas home.”
The Dallas Lighting marketplace encompasses more than 1 million square feet and showcases hundreds of companies in residential and contract design lighting, ceiling fans, and control mechanisms. The two lighting markets – held in January and June – welcome thousands of lighting buyers representing leading retail showrooms in all 50 states and more than 85 countries each year. The Dallas Market Center is also home to the American Lighting Association (ALA).
The new name was developed in partnership with branding agency Name One. The Lightovation logo and ad campaign were developed in partnership with Dallas-based agency Banowetz + Co.