Facelift: Harlequin’s new look

A logo recognisable to all: the Harlequin of the Commedia dell’arte dressed in his costume of blue and red diamonds. Behind the logo, which has become well-known over the past 30 years, is Harlequin, specialist manufacturer of sprung and vinyl dance floors.

Updated image

In 2007, the company updated its global identity without actually changing the Harlequin brand. Once the changes had been made, traditional product advertisements would consist of a new company image, which will be used in a European-wide campaign. The aim was to increase brand awareness, grow market shares and build a strong image in emerging markets.

A noticed presence at the Showtech

The new image was presented at the new Harlequin stand at the Showtech exhibition in Berlin in June 2007. The whole length was a panorama featuring about 10 dancers, contemporary, classical, ballet, jazz and flamenco, dancing on top of the world, on multi-coloured strips of Harlequin flooring.

The world dances on Harlequin Floors

The intention is to convey the slogan “The world dances on Harlequin floors” and reinforce the position as world leader. The new image is aimed at dance professionals and amateurs alike, who want a floor that is adapted to their personal needs. The rainbow of colours shows the chromatic diversity of Harlequin dance floors and expresses the company’s philosophy of openness of spirit, and having a team which offers exceptional customer service.

Dialogue and commitment: a particularity of the brand

At the end of 2007, a new website will go live with more downloadable information. For Harlequin, customer relationship is not just a marketing buzz word. Since 2005, the brand has actively been looking for the best solutions in terms of dancer’s health and safety. International Round Tables serve as a platform for exchanges and debates about the subject.

For a Spanish regulation on dance floors

Recently in Madrid, la Comunidad de Madrid, professional dancers and renowned international medics got together to discuss the necessity for stricter dance floor regulations in Spain. By creating a dialogue, Harlequin assumes its role as a responsible organisation.

Exchange and innovation: a must for leaders

In addition to several decades of experience in dance floor manufacturing and innovation, Harlequin collaborates with reputable medics such as orthopaedic-surgeon, Dr. Boni Rietveld, director of the Medical Centre for Dancers and Musicians in the Hague, or Spanish flamenco specialist, Dr. Juan Bosco Calvo. These types of relationship allowed Harlequin to extend its product range, which includes 9 vinyl and 2 sprung floor systems. As for innovation, bi-coloured Harlequin DUO™, was once a world exclusive, but now Harlequin must also develop its range in line with the market and competitors. The original DUO™ floor has been copied many times.

2007 began with a facelift of the brand image and will be followed in 2008 by a European marketing programme. As world leader, Harlequin likes to stay ahead and move with the times, because after all, dance is all about the art of coordination and movement.

15.05.2007