Shaw Floors Launches Updated Brand Vision and Visual Identity

DALTON, Ga., December 15, 2025-Shaw Floors, the flagship residential brand of Shaw Industries Group, has rolled out a revised brand vision and updated visual identity, including a new logo, following a year-long consumer research initiative aimed at better understanding residential flooring shoppers.

According to the company, the research focused on how homeowners evaluate flooring, their lifestyle priorities and how flooring fits into everyday living. Those findings informed a new strategic framework intended to guide future product development, messaging and in-store and digital experiences.

Terri Harrington, vice president of Shaw Floors, said the updated brand vision will influence upcoming product launches as well as marketing materials and retail displays, with the goal of aligning more closely with how consumers shop for and use flooring in their homes.

The brand refresh also includes a redesigned logo and visual system. Natalie Jones, director of marketing for Shaw Floors, said the new logo references elements of the brand’s original mark while reflecting its residential focus.

Shaw Floors plans to roll out updated displays, marketing assets and a redesigned website in support of its 2026 product launches. The company will showcase the changes at Shaw Markets and Showcase events scheduled nationwide next year.

Related Topics:Shaw Industries Group, Inc., Shaw Floors