As exhibit designers and builders continue to realize the potential of modular systems and multi-level structures to create solutions for tradeshows exhibits, Highmark TechSystems has capitalized on this increased awareness to launch a new corporate identity.
Inspired by a cross section of the company’s extrusion systems, the new Highmark logo avoids elaborate details and ornamentation—much like the company’s products themselves. The simple “H” stands alone, identifying Highmark products without competing with the brand logos of Highmark’s exhibit designer/builder customers.
And because a significant part of the Highmark brand story is that the products are and have always been 100 percent designed, manufactured and assembled in the U.S., the logo now includes “USA,” as in Highmark TechSystems, USA.
“Our products are being used by exhibit houses and I&D companies across the U.S.,” said Highmark president, Debbie Parrott. “Modular systems are coming into their own. Our multi-level deck structures are the most widely used in the industry, but we are more than decks. We’ve developed what we believe and are being told is the most versatile wall system in the marketplace. Our manufacturing capabilities have expanded so that we can provide new products to combine with our wall systems—or other wall systems—to increase the functionality and cost-effectiveness of exhibits. Our logo encapsulates the engineering excellence of our entire line.”