Clair’s new corporate logo.By Clive Young
Lititz, PA (September 17, 2008)–Venerable sound reinforcement company ClairShowco has rebranded itself as simply “Clair.” The move comes in conjunction with a new corporate identity, website and corporate tagline; the website, clairglobal.com, was quietly launched last Friday afternoon.
Troy Clair, President and CEO of ClairShowco, noted in a statement, “In re-branding Clair Brothers/Showco as Clair, we are uniting our companies under one brand and identity that speaks to our singular mission and focus as well as our history, pioneer spirit and progressive nature as a leading service and sound company. I’m proud to share this brand with our employees who work hard to make each live show better than the last one. We have been honored to work with the best in the business, from our clients to our partners, and we look forward to strengthening our core relationships and creating and growing new ones as we continue holding our company to the highest standards.”
The company’s new corporate tagline, “Global Service and Live Shows Since 1966,” is said to “illustrate the company’s mission to provide unparalleled expertise and quality through the global delivery of service, sound and support.”
The new name draws the final curtain for the “Showco” appellation, which Clair Brothers Audio, Inc. acquired in October, 2000 when it purchased its most direct concert sound competitor from Vari-Lite International, Inc. Eventually re-named ClairShowco, the combined entity continued to expand in the ensuing years, adding a Toronto location in 2006 and taking on some physical assets and personnel from the now-defunct db Sound the following year, creating ClairShowco Chicago.
The rebranding decision was not made lightly; reportedly, Clair Brothers/Showco took a long-term, introspective look at the company, its history and legacy with an eye towards developing a new brand, aiming to usher the company into a new era while reflecting the combined companies, its partners and employees. Acknowledging the legacies of its earlier companies on the new Clair website, the company noted, “Clair continues to embrace the pioneer spirit that made the original companies so successful as the company expands in terms of its offerings and locations.”