SPARTANBURG, S.C.— Milliken has unveiled a new corporate identity designed to position itself for the future while embracing strengths from its history.

Based upon the signature of the company’s 70-year leader and former chairman, the late Roger Milliken, the company’s new logo is simple yet bold, signaling a continuing commitment to excellence, leadership, ethics and creativity, noted Barbara Haaksma, vice president of marketing and design for Milliken’s flooring division. It also reinforces the message of a common vision that runs through all the company’s divisions, which includes its global floor covering group.

According to Haaksma, the new identity supports the division’s overall goal to serve as a true design partner within the architectural and design community. “We consider what our clients need and want, which goes far beyond creating exceptional products. This consumer-centric philosophy allows us to provide inspiration for project ideas, insights on market trends and access to patented technologies—all the tools that help designers and architects be more successful.”

For more on Milliken and its products, visit millikencarpet.com.