Unveils Biggest Change to Brand Identity Since Launch in 1996

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The leading retailer of window treatments online reveals a new logo that reflects its position in the marketplace. new logo new logo is not just selling blinds, we’re providing solutions to problems. We’re your partner in home improvement. unveiled the biggest makeover of its identity in the company's history. The new brand is designed to reflect today's, which includes 80 in-house experts who have been working in the blinds industry for an average of 12 years. It also reflects the company’s commitment to changing the way people think about buying window treatments and leading the way in the home decorating space. helps millions of people makeover their homes and continues to introduce shoppers to the process of buying blinds online.

" is not just selling blinds, we’re providing solutions to problems. We’re your partner in home improvement. The new logo stands for expertise, innovation, and style," said Jay Steinfeld, founder and CEO. "Our new logo, along with our new website, reflects who we are, the markets we serve and the things that set us apart from the competition. You get the low prices you’d expect from a home improvement store, the expertise you’d get from an interior designer, but in a way that’s convenient and without pressure. We have given customers all the tools they need to succeed. Our new identity reflects these truths."

The new logo is now an uppercase treatment of the name, in sleek slate gray, alongside an abstract rendering of a window blind in three gradient shades of blue. The emblem casts a shadow, symbolizing light gently filtering through a window.

“I founded on my knowledge as a home decorator. I ran a brick-and-mortar window coverings store for over a decade and helped thousands of customers over the years. I started from my garage apartment with $3,000, a lot of hard work, and an amazing group of employees, who believe in what we’re doing here,” said Steinfeld. “We have the best customers in the world, who love our products, and feel comfortable buying complex products like custom blinds with us because of the help they get not just on the phone, but on the website. We’ve developed technologies, like the Blind-Finder (TM) and over 80 how-to videos, that help people pick the perfect product at two in the morning, if that’s when they have time to shop.”

This is the second in a series of updates rolling out this Summer.


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Esther Steinfeld
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