ORANGE, CA-- MSI, North America’s leading supplier of premium surfacing products, launches a major brand update.

The new branding draws from principles MSI was built on such as collaboration, adaptiveness and innovation, while also representing MSI’s 40-plus-year evolution into the company it is today and capturing its bright future.

As part of the branding initiative, MSI adopted a new brand color (metallic copper) and gave their website a fresh look and new URL ( —all of which echo the company’s modern identity. Additionally, the MSI logo was redesigned to better communicate the MSI experience—with MSI in clean lettering underscored by the company’s brand essence “Making Dream Surfaces Attainable.”

The new brand mark reflects the most significant change to MSI’s visual history in years, yet it feels familiar. “This logo represents MSI’s future, as well as the company it has always been—one that’s modern, evolving and committed to bringing affordable luxury surfaces to market,” said Rupesh Shah, president of MSI.

MSI sought input from their partners, customers and employees in honing their revitalized brand—which was rolled out to MSI team members at the company’s annual strategic meeting. Shah adds, “We presented the updated brand to employees months before its formal release to ensure they felt included and informed about the direction we’re heading—and how that’s embodied in our updated brand identity.”

“This was the right time to evolve our brand—we’ve been on a fantastic trajectory—expanding geographically, experiencing exceptional growth and developing incredibly innovative products,” commented Shah. “That said, we take nothing for granted. We remain humble, open-minded and embrace a ‘start fresh every day’ philosophy to continue growing and help prepare for unexpected challenges.”