Cosentino unveils the new image of Silestone
News, Top Life
May 10, 2021
With more than 30 years at the forefront of the world of surfaces for architecture and design, Silestone® – the Cosentino Group’s benchmark brand – is renewing its corporate identity, symbolizing both an external and internal transformation.
Silestone® by Cosentino has a new voice to continue inspiring people through innovative and sustainable spaces, based on values that demand essence, personality, innovation, responsibility, and humanity, the qualities that have made Silestone® unique from its origin.
Silestone® launches a new logo full of power and personality, rooted in the transparency and responsibility inherent in the DNA of the brand and the company itself. Its proximity, freshness, and simplicity are combined with a key typeface, developed by Cosentino’s Image and Brand team in collaboration with the independent consultancy Nadie, to provide the brand with a much more experiential and emotional character.
The graphic design is a restrained evolution, where the isotype (international system of typographic picture education) and logotype structure, as well as the endorsement of Cosentino, are maintained. The isotype, where the essence of Silestone® prevails, continues to use its well-known “S”, evolving towards a fresher and simplified design to reach a new stage and turns it into a memorable icon. The new logo also provides a range of opportunities for different graphic resources in the future, such as images, videos, textures, or patterns. For the first time, this isotype comes in two colors, an evolved red (Pantone® Warm Red C), and a light blue (Pantone® 629 CP). The use of each color will depend on the application.
The logotype, details, and graphic elements of each letter complement the consistency and originality of the design, conveying modernity and simplicity. The 15-degree angle and bespoke typography convey this new, fresher, and youthful universe, taking the brand into new spheres of design.
This innovative emblem will now be used on all brand campaigns, marketing materials, and digital environments, and will be present in the upcoming launches of new color collections.
This is just the tip of the iceberg of a thorough rebranding strategy, which will emphasize the importance of living in the different areas of the home and generate new communication aimed at a new generation.
A change of character, a new nature
This new visual identity is also in line with the new responsible and sustainable character of Silestone® thanks to the exclusive HybriQ® technology, developed and launched in 2020 by Cosentino. HybriQ® is a technological innovation that sets a new standard in the market of surfaces for architecture and design and changes the paradigm of the so-called quartz surface category.
HybriQ® technology involves two important changes: a new production process for manufacturing Silestone® and a new product composition, both with the aim of strengthening Cosentino’s commitment to responsibility, sustainability, and circular economy.
At the production level, HybriQ® technology includes Cosentino’s own environmental milestones, such as the use of 99% reused water from production processes and 100% renewable energy, while also incorporating new improvements and more advanced systems in sustainable management and circular economy in its factories.
In terms of composition, HybriQ® uses a new hybrid formulation of mineral raw materials with equal or better performance than quartz and materials of a recycled origin. This makes it possible to reduce the use of crystalline silica in the composition of Silestone® by 50%, achieving a reduction of up to 90% for some colors. This new composition maintains the mechanical and technical performance, quality and hygiene certifications, and timeless beauty that Silestone® is known for while providing new design possibilities in terms of depth, translucency, and blurring effects, among others.
Thanks to HybriQ®, the Cosentino Group reaffirms its leadership in the sector and paves the way for greater sustainability while contributing significantly to health and safety in the company’s value chain, with a special focus on the people directly involved in the production process.
The world and the consumer have changed, and sustainability and responsibility are now a requirement, a commitment and an unquestionable necessity. Once again, Cosentino anticipates trends and opens a new era for Silestone®, “The Ultimate Mineral HybriQ Surface”, which will define the brand.