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New brand age commences for fibers from Lenzing

10.03.2005

The reason for the re-branding of Lenzing’s fiber brands is the take-over of TENCEL® in May 2004.

When the fiber manufacturers, Lenzing and TENCEL®, joined forces the decision was made to use the TENCEL® brand for all of the Lyocell fibers. The TENCEL® brand enjoys a high level of recognition at international level and has been the Lyocell branded fiber in the clothing retailing sector for a number of years.

New and natural design

A new logo has been developed for TENCEL® which satisfies the following requirements:

1. Recognition of the TENCEL® logo
2. Recognition of the Lenzing Lyocell® logo
3. Optical inclusion in Lenzing fiber logo portfolio

The new logo design had to unite both the Lenzing Lyocell® and the TENCEL® brand. Since Lenzing Lyocell® is an established name in many home textile applications and enjoys a high level of recognition in this segment, a combination of elements from both brands was chosen. The combination comprises a leaf of Lenzing Lyocell® which is also used as a symbol for all of the other fibers in the Lenzing group, and the characteristic typeset/lettering ? of TENCEL®. The leaf symbol is an important component in the overall Lenzing Fiber family of brands and stands for wood, the natural material used for all of Lenzing’s fibers. The merging of the brands enhances the brand awareness on behalf of Lenzing Lyocell® and TENCEL® customers alike.

It goes without saying that these changes to the TENCEL® logo will have consequences for the overall marketing approach of Lenzing fibers. To preserve the synergies between the individual Lenzing fiber brands and maintain the family of brands, the remaining Lenzing fiber brands had to be adapted to suit the new look. The leaf is a shared element and an important part of all of Lenzing’s fiber logos. Thus the typeset/lettering was taken out of the leaf and, as with TENCEL®, placed next to the leaf. As a result of these adaptations, the individual brands have become easier to read.

New sign of quality

These changes to the individual logos also spell the need for the re-design of all of the labels from Lenzing. The Lenzing quality symbol is extremely popular with customers. Millions of labels are made available to the textile industry every year to identify products of Lenzing fibers. To continue to guarantee a high end product standard in the future, the basic pre-requisite is a fabric certification number for each labels’ order. This number is issued by Lenzing and has to be indicated when ordering the labels. Certification and the random sampling of the fabric quality guarantee the highest possible standard in the finished products.

New faces

As of April the new advertising line from Lenzing will reveal a number of new faces and images. A separate world has been created for each of the fibers – TENCEL®, Lenzing Modal® and Lenzing Viscose®. TENCEL®, the future-oriented functional fiber, has been depicted by cool outfits for ladies and men. The subjects for Lenzing Modal® focus on the theme of touch which characterizes the special softness supplied by this fiber. The subjects will make an appearance in advertisements in the specialist press as of April.

	TENCEL® brand new Download eps (3,7 MB) Download jpg (4,7 MB)
	Lenzing Modal® brand new Download eps (4,2 MB) Download jpg (5,0 MB)
	New Faces Download eps (2,8 MB) Download jpg (2,8 MB)
	New Faces Download eps (3,6 MB) Download jpg (4,1 MB)
	stretch by GAP - green body. The American fashion chain has been a fan of TENCEL® for a number of seasons. We recommend trousers from ARMANI EXCHANGE of 100% TENCEL® as an optimum combination for this. Download eps (1,9 MB) Download jpg (1,8 MB)
	pink jersey top from MISS SIXTY, 100% TENCEL®. Trousers from BETTY BARCLAY, 60% TENCEL® and 40% cotton. Download eps (1,9 MB) Download jpg (1,8 MB)
	shirt from STRENESSE. 100 % TENCEL®. Download eps (1,7 MB) Download jpg (1,5 MB)
	too good to take off: lingerie from PUSSY DELUXE/VIVE MARIA, naturally from Lenzing Modal®. Download eps (2,5 MB) Download jpg (2,7 MB)
	04 night-shirt from GAP of Lenzing Modal®. Download eps (1,6 MB) Download jpg (1,5 MB)
	Friedrich Weninger Vice President/General Manager, Business Unit Textile Fibers Download eps (1,9 MB) Download jpg (1,7 MB)