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NY NOW introduces new logos

NY NOW is introducing logos to identify and promote American-made products during its Aug. 17-21 show at the Jacob K. Javits Convention Center and Passenger Ship Terminal Pier 94.

Separate "Made in the USA" and "Handmade in the USA" logos will be included on booth signage and called-out in directory listings for some 450 NY NOW exhibitors who identify themselves as having American-made products.

"Increasingly, consumers are making conscience-based purchase decisions, and are seeking out the ‘Made in the USA' label," said Christian Falkenberg, NY NOW director and GLM senior vice president. "Across all four NY NOW collections, there are hundreds of these resources, and these logos will make these products even easier for buyers to find."

To develop the new logos, NY NOW partnered with Red Clay, a collaborative product design studio, to commission artwork from the designers in its online community. The winning logo, which was created by Max Ptk, is inspired by the "minimalist flavor" of the newly-introduced NY NOW logo, and incorporates elements of the American flag, building architecture, and arrows to indicate forward movement.

The new logo will represent products and suppliers which have met specific criteria to authenticate American-made products. The criteria was developed in advance of the winter 2013 market through a partnership between NY NOW and CRAFT, (Craft Retailers' Association For Tomorrow), an association of galleries, shops and artists dedicated to promoting American-made craft. The joint initiative - the Handmade in USA Project - was created to make it easier for retailers to identify, source, and sell crafts made in America.

A related seminar, "Cash-In on the Cachet of "Made in the U.S.A." will be presented at NY NOW on Saturday, August 17, from noon to 1:30 p.m. Moderator Jill Homiak, of USA Love List, and a panel of American-made sourcing and selling specialists will explore authentication and certification, as well as marketing and brand positioning that capitalizes on this growing consumer preference. Participants include Marcie Gabor of Made in USA Brand, Melissa McGrath of Navy Blue Home and Gifts, and Heather Lawless of American Craft Week. Tickets, which cost $20 before August 13, and $25 afterwards, are available online at www.nynow.com/programs.

In addition, a first-of-its-kind display will showcase American-made products - both handmade and factory-produced - at NY NOW this August. The exhibit, curated and installed by Paul Thompson, will feature nearly 200 products from NY NOW exhibitors.

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