Hufcor Reveals New Brand & Website

Launching first in the United States, the new branding will roll out to the company’s international locations in the coming months and aims to better position the company globally as a full-service leader and innovator in the flexible space industry with a focus on customer experience.


From today, Shaping your Experience, will serve as the company’s purpose and tagline. Hufcor’s new tagline aims to not only convey what our products do, but also emphasize our differentiating customer experience.

Kevin Flanagan, CEO and President of Hufcor says, “Since our company was founded in 1900, we’ve been pioneers in the flexible space industry—shaping what’s possible today in operable partitions and movable glass walls. We’re proud of who we are and the contributions we’ve made to the industry. The rebrand of our company reaffirms our commitment to our architectural and construction partners to help them shape the experience that individuals have within their space.”

Mike Kontranowski, Vice President of Marketing explains, “Shaping your Experience is a phrase with multiple meanings that not only explains what we do, but also our approach to business. In developing Hufcor’s new brand messaging we wanted to reinforce that Hufcor is more than just a manufacturer, we’re collaborative consultants that have more, do more and deliver more for our partners worldwide. This aspect of “more” is what shapes our customers’ experience and positions Hufcor as a flexible space partner that can reliably deliver exactly what’s needed.”


The new logo features two shapes coming together—symbolizing both the collaboration between Hufcor and our customers and the way the company’s products divide and bring together adjoining spaces. The new mark evokes strength, innovation and partnership and also introduces a striking new red and grey color palette that replaces Hufcor’s signature blue color.


A newly designed North American website is where the new brand comes to life. The new website also focuses on customer experience—giving users the ability to customize the navigation and website architecture to suit their needs and preferences. Video, case studies and downloadable specs and drawings are other key aspects of the website which is fully responsive for use across mobile devices. New websites for Hufcor’s international locations will be developed and launched in the coming year.


Hufcor is an American company based in Janesville, Wisconsin. Founded in 1900, Hufcor began as Hough Shade Corporation when founder Azel Hough started the company as a manufacturer of wood slat porch shades. Hough was a pioneer in the industry developing the products, machinery and processes that shaped what the construction industry knows today as operable partitions.

As the world leader in flexible space management, Hufcor designs and manufactures the most installed brand of operable partitions worldwide. Today, Hufcor has global operations with manufacturing facilities located in Janesville, Wisconsin, Australia, China, Germany, and Malaysia. As a result, Hufcor is specified, bid, manufactured, and installed in buildings across industries throughout the world.


A Focus on the Future

“When you have a company that is as old as Hufcor, you want customers to acknowledge your past, but to also focus on the next hundred years,” said Kontranowski. “Timing is critical: this new strategy by our new management team can help answer the question of what Hufcor can do to have more impact. ...

Becoming One Hufcor

Things are only going to get bigger and better for Hufcor. February saw the launch of the company’s rebranding efforts, a move that is aiming to perpetually keep the industry informed on just how many options it has when it works with Hufcor, along with the value proposition all customers receive.

Hufcor is Not Your Typical Manufacturer

Hufcor and its goal to unite its message under its brand has led to a strong rebranding strategy in 2017. The new look and image has already sparked new interest for Hufcor in the industry by freshening up the brand and customer’s knowledge of the brand in the marketplace.