Kick down the door

In a move Masonite International executives call a transformation of the company, the Tampa door manufacturer is rebranding its marketing with a tagline of “Open to extraordinary.”

The rebranding and accompanying new logo are an effort to elevate the importance of fiberglass, steel and wood doors in home design, says Fred Lynch, Masonite president and CEO. “The launch of our new brand embodies the spirit of our personality and represents the transformation of our company,” Lynch says in a statement.

The tagline, “Open to extraordinary,” is an invitation for customers to break perceptions, challenge the status quo and open the door's true potential, Lynch adds.

Masonite officials say the company wants to make builders and home remodeling customers “the voice of authority” on current and evolving trends in door design and manufacturing. It's creating a Masonite trend council to publish regional reports on current and evolving trend designs. It intends to combine knowledge from the trend council experts with deep regional sales data to deliver “clear insight into regional markets' most popular and emerging styles,” the release states.

The company's new logo, Masonite executives say, reinforces where Masonite wants to take the door category. And in addition to the rebranding and logo, Masonite is creating a new website with easier navigation, technical documents in a clean format and videos and blogs. We believe a door is more than just a door,” Lynch says, “and we never stop pushing the boundaries in helping customers elevate the role a door can play in the built environment.”