The CRAFT organization has developed a marketing program that for the benefit of its members. The idea behind this program was to develop a consistent “visual identity,” or “brand” that could be used by individual retailers and artists, or by groups on a regional or national basis. Having a consistent, readily recognizable mark that is used by many members all across the country will give all of us more marketing clout – over time, consumers will see that mark and instantly think “oh, I get it, it’s one of THOSE KIND (handmade, American, beautiful, high quality, artistic, unique, inspiring….) of stores or artist’s work.” With widespread use, we envision this mark having the power of a corporate logo like the Target “bullseye”, or a logo used by many individual producers like the Woolmark logo. Both convey specific ideas in consumer’s brains about quality, design, and reliability.

The basis of the program is the sunburst logo and tagline “Glorious American Craft.” This “brand” is available to be used by members in a number of different forms: the logo and tagline along can be used in your own ads; a beautifully designed window graphic is available to enhance store windows; elegantly designed tissue paper and stickers reinforce the idea that the gift inside is something special because it is handmade by American artists; banners with the logo and background text are available for in-store use. Under development are radio ads and print ad templates that you will be able to download from the CRAFT website and customize to your own needs. Further applications will be developed over time in response to feedback from our members.

The more these materials are used all across the country, the more powerful and successful this program will be, so get your materials today and put the program to work for your business. NOTE: Your purchase of these materials supports CRAFT! 5% of all sales of products related to the Glorious American Craft program will go back to CRAFT to support the ongoing development of this program.

• Tissue paper, stickers and ribbon -- to complement your store’s own unique identity and coordinate beautifully with your existing packaging. Available in white with silver or gold lettering – copper coming soon!

• Window graphic – interior vinyl stick-on letters with the words: “Hand-drawn, hand-thrown, hand-blown, hand-painted, hand-forged, hand-crafted… and altogether Glorious American Craft.” Available in a subtle graphite silver, and coming soon in gold and copper.

• In-store banner – Just like the one you may have seen at the CRAFT booth at recent trade shows. 6.5 feet long and 30.5” wide with rod pockets at top and bottom.