Two new designer-commissioned logos will identify and promote American-made products at the summer 2013 edition of NY NOW, the Market for Home & Lifestyle , formerly NYIGF, running August 17-21 in New York. Made in the USA or Handmade in the USA logos will feature on booth signage and in directory listings for about 450 NY NOW exhibitors that identify themselves as having American-made products.
“Increasingly, consumers are making conscience-based purchase decisions and are seeking out the Made in the U.S.A. label,” said Christian Falkenberg, NY NOW director and GLM senior vp. “Across all four NY NOW collections, there are hundreds of these resources, and these logos will make these products even easier for buyers to find.”
NY NOW partnered with Red Clay, a collaborative product design studio, to create new logos. The winning logo among those produced, from Max Ptk, a creative designer and digital artist, offers a “minimalist flavor,” NY NOW noted. It incorporates elements of the American flag, building architecture and an arrow to indicate forward movement.
The new logo will represent products and suppliers that have met specific criteria developed to authenticate American-made products. In action as partners, NY NOW and the Craft Retailers’ Association For Tomorrow, a group of galleries, shops and artists dedicated to promoting American-made craft, established the criteria in advance of the winter 2013 market. They participated in a joint initiative, dubbed the Handmade in USA Project, to make it easier for retailers to identify, source and sell products made in the United States.
A first-of-its-kind display will showcase American-made products— both handmade and factory-produced— at NY NOW this August. The exhibit, curated and installed by Paul Thompson, will feature nearly 200 products from NY NOW exhibitors.
In addition, a related seminar, Cash-In on the Cachet of Made in the U.S.A., will run at NY NOW on Saturday, August 17, from Noon to 1:30 p.m. Moderator Jill Homiak, of USA Love List and a panel of American-made sourcing and selling specialists will explore authentication and certification, as well as marketing and brand positioning that capitalizes on consumer preferences for Made in the U.S.A. items, according to NY NOW. Participants include Marcie Gabor of Made in USA Brand, Melissa McGrath of Navy Blue Home and Gifts, and Heather Lawless of American Craft Week.