The World Floor Covering Association (WFCA) announced a comprehensive rebranding initiative that unifies its visual identity across all affiliated organizations, including Flooring Consultants and Training Inspection Services (FCITS) and Floor Covering Business-to-Business (FCB2B).

The strategic brand evolution features updated logos for each entity, designed to reflect strength, connection, and forward momentum while visually reinforcing their relationship to the parent WFCA organization. Each redesigned logo maintains its distinctive identity while creating a cohesive family of brands.

"We are proud to introduce a brand evolution that honors the legacy of the WFCA and its entities while positioning us for a stronger, more unified future," said Freida Staten, Chief Marketing & Strategy Officer of the World Floor Covering Association. "Our updated logos symbolize our collective mission — bringing the industry together, driving innovation, and creating opportunity for every sector we serve."

The modernized WFCA logo represents leadership and progress across the flooring industry, while the revitalized FCITS logo emphasizes excellence in inspection and training services. The reimagined FCB2B logo reflects technological advancement and digital integration for the future.

WFCA CEO Scott Humphrey described the rebranding as "a pivotal step toward aligning our efforts, reinforcing our leadership role in the industry, and ensuring that our members and partners benefit from a unified vision of growth and innovation."

This initiative represents more than just a visual refresh—it's part of a broader strategic vision to strengthen relationships between WFCA and its affiliated organizations while ensuring a clear, recognizable presence across the industry. While each entity will continue to serve its specialized mission, they will now be aligned through consistent brand messaging highlighting their connection to WFCA.

The organization plans a phased rollout of the new brand identity across all marketing and communications platforms over the coming weeks, including websites, social media channels, digital communications, and educational programs.

For more information about WFCA and its affiliated entities, interested parties can visit wfca.org.