The new identity incorporates architectural design, both with the colours chosen and by utilising a ‘tangram’. Like a tangram, the ‘dog’ changes into different designs which are analogous to the role a tile supplier plays in helping designers.

The pose of the dog also suggests attentiveness and service and acts as a metaphor for the service the company believes that designers are deserving of.

The new by-line, Innovate Renovate Elevate, seeks to illustrate the positive, forward-thinking attitude of the company.

Anna Williams, Marketing Manager for The Tile Warehouse, says, "Innovate is about design and taking action, while Renovate indicates modernising and reviving and Elevate is part of the company's desire to raise standards, add fashion, flair and design from Europe and increase stock holdings."

In addition to an identity overhaul, wider company changes have meant extra resources to help architects, specifiers and designers achieve project goals, building on the company's focus of bringing the latest designs from Europe, as the premiere supplier of solid surfaces through Tile Warehouse and Architectural Stone.

Over the next few the Tile Warehouse we will be highlighting the new services and ranges that will assist architects and designers in turning flooring, kitchen and bathroom designs into reality, no matter what price range or what location.