Masonite’s new brand
Masonite has unveiled a new brand for the new year, complete with logo, tagline and visual identity.
The tagline, “Open to Extraordinary,” is meant to challenge the status quo of the door's potential.
"From opening the door to extraordinary everyday moments, to finding the moments that are extraordinary, Masonite’s new tagline captures the endless possibilities for the experiences that make life memorable while showcasing its importance in creating a whole-home solution," explained the company in a statement.
Masonite also announced the formation of a new Trend Council with a mission to provide customers with insights on popular and emerging design trends.
“The launch of our new brand embodies the spirit of our personality and represents the transformation of our company,” said Fred Lynch, president and CEO of Masonite. “It depicts the ongoing partnership between Masonite and our customers to continually create a better experience.”
The new logo hinges on simple aesthetics with bold, uppercase letters to signify continued strength and leadership. The strong, stylized ‘M’ symbol utilizes intersecting doors to reinforce the partnership with customers. The modified crossbars of the ‘A’ and ‘E’ in Masonite’s name demonstrates the openness and innovation it brings to the industry.
“We believe a door is more than just a door, and we never stop pushing the boundaries in helping customers elevate the role a door can play in the built environment. We are committed to researching, uncovering and sharing our own trend and industry insights, leading the conversation for the category,” said Lynch.
Industry embraces philanthropy, and City of Hope
The hardware and home building industry gathered in Orlando on the eve of the International Builders' Show to support City of Hope.
"Our goal tonight is to celebrate and inform," said Kevin Courtney, associate VP of Corporate Philanthropy for the California-based disease research and treatment facility as he kicked off the 2017 Spirit of Life reception.
Special recognition for the night fell on the family ownership of the Atlanta-based Quikrete Cos., including Custom Building Products and Pavestone, collectively the 2017 Spirit of Life honorees. In their acceptance speech, the Winchester brothers Jack, Dennis and Jim shared their vision of good corporate citizenship.
"We are truly humbled to be recognized as the Spirit of Life honorees," said Jim Winchester. "Giving back has been part of the Quikrete DNA since our founding 75 years ago."
Added Jack Winchester: "There's an unquestioned need to find treatments and cures for cancer diabetes and other diseases. We are happy to support City of Hope because it will save the lives of our friends and our loved ones."
Retired Home Depot executive Bruce Merino introduced the three Winchester brothers as one of the premier trios of the home improvement industry.
"They are number one in the world at putting stuff in a bag and selling it," Merino quipped.
The phrases "accelerating therapies" and "precision medicine" were used to describe the kind of work being done at City of Hope, in fighting cancer as well as diabetes and other life-threatening diseases.
"City of Hope is not just a hospital in California," said Courtney. Rather, it's a world-leading institution fighting and treating diseases.
The Spirit of Life Reception, along with a golf outing earlier in the day, raised just shy of $1 million for City of Hope. In the past 35 years, the industry has raised some $155 million.
The NAHB unveils 2017 forecast
Orlando, Fla. — The National Association of Homebuilders expects single-family housing starts will make a double-digit percentage jump in 2017.
During a presentation here at the International Builders' Show, NAHB Chief Economist Robert Dietz shared a forecast for 855,000 single-family starts for 2017, roughly a 10% increase over the previous year.
The forecast for 2018 is even better — up 12% to about 961,000 single-family starts.
Multi-family starts, however, are expected to remain flat, at about 384,000.
The NAHB remodeling forecast calls for growth of about 1% in 2017, and growth of about 2% in 2018.
Topping the list of limiting factors on residential construction statistics for 2017 is the labor market. Conditions are tight, said Deitz. In fact, as a percentage of total jobs, there is a 2.7% job opening rate in the building industry — that's higher than the 2.5% open rate that existed at the peak of the building boom.
"We've gotta recruit that next generation construction worker in this country," adding that the average age in the construction industry is 42.
On the positive side of the ledger, the NAHB forecast 2.4% growth in GDP, an improvement over the disappointing 1.6% growth in 2016. Meanwhile, "baseline demand" for starts is 1.3 million, accounting for population growth and the 300,000 to 400,000 houses lost.
Plus, the next generation of home owners is hovering around the home business. Deitz described the positive demographics this way: The average age of millenials is 26, and the peak age of the U.S. Home buyer is 30.
"The recovery essentially continues and will continue," said Dietz.