Orange, Calif. — MS International (MSI) has rebranded to better reflect its market position and growth strategy. The company said the new branding draws from principles MSI was built on such as collaboration, adaptiveness, and innovation, while also representing MSI’s 40-plus-year history.

As part of the branding initiative, MSI adopted a new brand color (metallic copper) and gave its website a fresh look and new URL, intended to echo the company’s modern identity. The MSI logo was also redesigned to better communicate the MSI experience—with MSI in clean lettering underscored by the company’s brand essence “Making Dream Surfaces Attainable.”

“This logo represents MSI’s future, as well as the company it has always been—one that’s modern, evolving, and committed to bringing affordable luxury surfaces to market,” said Rupesh Shah, MSI president. “We presented the updated brand to employees months before its formal release to ensure they felt included and informed about the direction we’re heading—and how that’s embodied in our updated brand identity. This was the right time to evolve our brand—we’ve been on a fantastic trajectory—expanding geographically, experiencing exceptional growth, and developing incredibly innovative products. That said, we take nothing for granted. We remain humble, open-minded, and embrace a ‘start fresh every day’ philosophy to continue growing and help prepare for unexpected challenges.”

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