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Dallas Lighting Market Rebrands As Lightovation

The biannual Dallas International Lighting Market has gotten a branding overhaul, host Dallas Market Center has announced, as well as a new name emphasizing the lighting industry’s emphasis on leadership and creativity: Lightovation.

With input from the market’s lighting board of governors, an elected leadership panel of manufacturers, the new name and logo emerged after a year of consideration, according to DMC. The new identity marks a significant change that will carry through all communications and promotions, as well as the physical marketplace. To support the new identity, an ad campaign will appear in critical publications.

Branding agency Name One contributed as a partner in developing the new name while Banowetz + Co. contributed to creating the Lightovation logo and ad campaign.

“Lighting showrooms everywhere will see the Lightovation brand and its iconic, modern logo as a strong signal of the global home of innovative lighting technology, passionate leaders and stylish, quality products from lighting’s preeminent companies,” said Cindy Morris, president and CEO of Dallas Market Center. “We look forward to a very exciting 2016 and to vigorously promoting the innovative lighting industry and its inspiring Dallas home.”

The lighting marketplace in Dallas encompasses more than one million square feet and showcases hundreds of residential and contract design lighting, ceiling fan and control mechanism companies. The twice-yearly market in January and June draws thousands of buyers representing leading lighting retailers in all 50 of the United States and more than 85 countries globally each year, DMC noted. The Dallas Market Center also is home to the American Lighting Association, the trade organization for manufacturers and distributors of residential lighting products in the U.S. and Canada.

Lightovation will be held January 20-24, 2016.