In a move to prevent the misuse of its name, the Master Pools Guild has revamped its branding.
Over the last few years, the builder group has withstood a number of cases where pool/spa contractors outside the organization incorporate some derivation of the term “Master Pools” or “Master Pool Builder” in their own names and marketing.
“There is no [official trade] classification of a Master Pool Builder,” said Dick Covert, executive director of MPG. “They just decide they’re a Master Pool Builder, and they use it.”
Master Pools Guild and its members are concerned that the imitations dilute the brand by causing consumer confusion. One situation culminated in a lawsuit last year that ultimately settled out of court.
Last year, the organization hired British marketing company Adtrak to change its branding not only to be more contemporary and distinct, with its pop of orange to represent creativity, warmth and vibrancy and set it apart from the many blue industry logos.
More importantly, the materials were designed so they’re less likely to be duplicated.
“We can’t afford to sue everybody who uses the Master Pools logo or tagline,” Covert said. “So we said, ‘If they’re going to use that, we’re better off to change and have a whole new recognition for us.’”
The new suite of logos for various uses will take the emphasis off of “Master Pools.” Some will abbreviate the group’s name to MPG. An icon emphasizes the G in “Guild,” which the group expects will ultimately become its visual representation. To help familiarize the industry and consumers with the icon, a “badge” was developed, shown left. This incorporates the G icon with the organization’s full name so people can begin associating the name with the symbol.
Moving forward, the organization plans to shorthand its name to “The Guild” in text and conversation, as it has informally for several years.
“An individual can’t say they’re a guild,” Covert said.
Members have been provided with the logos and tags to update their own materials and websites, which is expected to take a while.
The materials were unveiled to members at its fall meeting in Toronto in October. The new logo made its first appearance to the industry at large at the Guild’s booth at the International Pool | Spa | Patio Expo last month in New Orleans.
“We had a number of people come by our booth saying they like the new logo and that they’re happy with it,” Covert said.
