Hobolite is not more. The corporate that has been making a reputation for itself in LED images lights will henceforth come below a brand new title: Harlowe.
The mum or dad corporate stays AEC Lighting fixtures Answers, however rebranding to Harlowe is supposed to mark “a pivotal shift within the corporate’s id and strategic path.”
“The title ‘Harlowe’ used to be selected as a tribute to the Golden Age of Cinema, a time when creativity and innovation flourished, shooting the undying artistry and the boundless doable that gentle brings to the inventive procedure,” Harlowe explains. “It additionally displays the evolution of our emblem, impressed through the Greek phrase ‘Har,’ that means mountain, symbolizing our adventure of expansion, resilience, and exploration. This alteration embodies our pursuit of unlocking new inventive heights whilst staying true to our core values and dedication to remarkable lights answers.”
“As we seemed towards the long run, it used to be transparent that Hobolite’s id had to evolve to stay tempo with our increasing imaginative and prescient. The title ‘Harlowe’ used to be selected to constitute the wider aspirations we now have for the logo—shifting past lights era to a focal point on countless creativity and inventive expression,” the corporate’s CEO, Helena Bian, says.
Harlowe posted an FAQ explaining the alternate and what shoppers can be expecting in the event that they bought merchandise below the former branding. Briefly, not anything actually adjustments, as it’s going to proceed to honor warranties irrespective of what the brand says. Nor does it mark any shift in its design philosophy. Because the FAQ states, “The one alternate is the title.”
Compatibility with present merchandise additionally doesn’t alternate, nor does customer support. In impact, the Hobolite title at the brand for the entire current merchandise is successfully inappropriate. The brand new brand is the same except for for “Harlowe” status in as an alternative.
As for shops promoting the ones merchandise, they nonetheless seem as “Hobolite”, together with in seek effects, so it should take some time earlier than the alternate is mirrored around the marketplace. The corporate’s web page has already shifted branding over, although merchandise nonetheless retain the unique title.
It’s additionally launching a brand new “Harlowe Writer Circle” ambassador program “designed to carry in combination content material creators, photographers, and filmmakers who percentage a zeal for visible storytelling and construction original connections.” An associates program may also roll out quickly.
A slate of latest merchandise launching in October 2024, together with a brand new cell gentle known as Sol 5, would be the first emblazoned with the brand new title.
Symbol credit: Harlowe