RadiciSpandex Corp. has introduced a new brand identity program for its well known family of performance spandex products. Effective November 2008, all RadiciSpandex stretch fibers will carry the brand name RadElast.
The creation of the registered RadElast brand is the culmination of a comprehensive corporate identification initiative implemented by RadiciSpandex parent company RadiciGroup among its diverse fiber and textile divisions throughout the world, including RadYarn, Radifloor and RadiGreen, among others. After a lengthy deliberation over multiple candidates, executives at RadiciSpandex Corp. and RadiciGroup selected RadElast, which combines the respected Radici name with elastane, the European term for spandex, to symbolize the powerful combination of the RadiciGroup heritage as a worldwide leader in fiber technology with the diverse benefits of spandex.
The RadiciSpandex RadElast branding program will be available to fabric mills, manufacturers, designers and retailers in all end use markets free of licensing fees as an optional value-added tool to enhance their marketing efforts. RadiciSpandex will provide customers approved for participation in the program attention-getting hangtags that communicate the specific benefits of RadElast fibers throughout the supply chain. The hangtags, jointly created with the design team based at RadiciGroup's headquarters in Bergamo, Italy, will feature the sleek, contemporary RadElast logo in a combination of RadiciSpandex's signature corporate colors: red, white and black. An extended streak beneath the RadElast name graphically conveys the movement and elongation of spandex fiber.
In addition to the hangtag, the RadElast logo will be incorporated into all RadiciSpandex communications tools, including its 2009 trade advertising campaign, public relations materials, brochures and sales collateral as well as an updated website.
End uses for RadiciSpandex fibers, which will now be identified by their established code names in combination with the RadElast brand, include swimwear, lingerie, activewear, hosiery, denim, sportswear, nonwovens, narrow fabrics, personal care, medical and industrial applications.