ASFD Rebranding Deemed A Success

The new Pinnacle Awards trophy, designed by Mark Tucker
The new Pinnacle Awards trophy, designed by Mark Tucker

High Point, N.C.-based American Society of Furniture Designers (ASFD) reports that its new initiative of rebranding has been a big success. “We have had many changes over the last 18 months,” states John Conrad, executive director of ASFD. “We launched our new positioning – Touching Lives By Design – a new logo, a Web site facelift, and a new Pinnacle Award trophy last year.” The most recent Pinnacle Awards ceremony (held during each fall High Point Market) had its highest attendance on record.

The new Pinnacle Awards trophy, designed by Mark Tucker (ASFD), draws its inspiration from the flowing form representative of the creative thinking process of a designer and unique details from ASFD’s updated logo. The Pinnacleâ„¢ statue’s silhouette is reminiscent of a summit or crowning peak. The depiction is symbolic of the award itself, which is the highest honor given to furniture designers in the industry for their work. The balance of solid cherry and walnut woods paired with the polished aircraft-grade aluminum base and spine showcases careful attention to detail and the ingenious blending of materials. The craftsmanship of this new trophy came from the high-tech artisans trained at Southern Virginia Higher Education Center in South Boston, Virginia (

Video on the design and development of the new trophy is at:

ASFD is gearing up for another record-breaking Pinnacle Awards Banquet on October 20 during the upcoming High Point Market.

Leave a Reply

Your email address will not be published. Required fields are marked *