Bush Furniture, which is also a part of eSolutions Furniture, boasts a rich history that spans over six decades. The company made a humble beginning as a manufacturer of bathroom accessories and then graduated to become a leading provider of ready-to-assemble (RTA) furniture, marked by innovation, strategic acquisitions, and a commitment to quality.
The logo of Bush Furniture has undergone a few changes since its founding in 1959. These changes showcase the journey of the company from a small manufacturer to a global leader in ready-to-assemble (RTA) furniture.
The Genesis of the Bush Furniture Logo (1959 – ????) (Unavailable)
Bush Industries began as Starline Housewares in 1959 to produce bathroom accessories such as towel racks and toothbrush holders. Shortly after, it was renamed Bush Brothers Products Corp. under the leadership of Paul Bush. There is limited information about the logo during this era, and it likely reflected the utilitarian nature of the business, emphasising functionality over aesthetic appeal.
(2010 – ????)
In 2010, Bush Industries rebranded its commercial division as BBF (Bush Business Furniture) to better target small and midsize businesses. This strategic move came with a new logo that embodied flexibility and contemporary design principles. It featured an emblem comprising two wide vertical curved lines in yellow and white followed by two small triangular arcs in teal and light yellow. To the right of this emblem appeared the abbreviation “bbf” in a custom rounded typeface in blue or deep teal colour scheme. The full expanded form of the brand name appeared below in a smaller size in uppercase and using a sans-serif typeface.
(???? – ????)
Another logo iteration of the brand featured the brand name in two levels and in two typefaces. The top level featured the word “Bush” in a massive size in black cursive italics with pointed serifs. The bottom word “Furniture” was written in grey uppercase but in a much smaller size. Besides, there was adequate spacing between the letters.
(???? – Present)
The latest logo is a rework of the previous iteration where two boomerang-shaped arcs appear to envelop the wordmarks from both sides to form a slanted oval. All the elements of the logo appeared in a teal colour palette upon a white background. Along with the wordmarks and the graphical element was mentioned the blue tagline “For the way you live” in a smaller font.
The Elements of the Bush Furniture Logo
Font
The word “Bush” is prominently displayed in a cursive, flowing typeface. This script style exudes a sense of creativity and sophistication, which makes the brand feel refined and elegant. Beneath “Bush”, the word “FURNITURE” is presented in a bold, straightforward typeface. This contrast between the cursive and bold fonts creates balance and ensures clarity while emphasising professionalism. The tagline, “For the way you live”, is written in a smaller, simpler font. This choice complements the main logo without overshadowing it and adds a personal touch to the branding.
Colour
The logo is rendered in a soft and inviting shade of blue or teal. This colour choice conveys trustworthiness, reliability, and a welcoming feel. Besides, the colour aligns with the brand’s focus on home and office furniture. The tagline uses a darker hue of blue to ensure visibility while maintaining harmony with the overall design.
The History of Bush Furniture
Bush Furniture began in 1959 as Starline Housewares, which was a company producing towel racks and toothbrush holders in the state of western New York. Founded by Paul Bush and several family members, it soon changed its name to Bush Brothers Products Corp. During the 1960s, the company focused on metal-plated and plastic bathroom products, including a clothes hamper that required assembly by the purchaser.
In 1970, Paul Bush took over sole control of the company after buying out the shares of the remaining family members. This marked a significant turning point in the company’s history, as it began to shift its focus towards furniture manufacturing. In 1975, the company officially became Bush Industries, Inc. This rebranding reflected its growing emphasis on furniture production. Bush Industries introduced products like chrome and glass end tables and a plastic TV table designed to resemble wood. These innovations led to increased focus on furniture manufacturing, particularly RTA products.
By the late 1970s, Bush sold its metals and plastics manufacturing facilities to expand its furniture operations. The company began producing wood products and focused exclusively on RTA furniture after 1979. The 1980s were important for Bush Industries. As consumer demand for electronics like VCRs and microwaves grew, so did the need for affordable furniture to house these items. Bush’s RTA furniture, which was priced significantly lower than pre-assembled alternatives, found success in discount outlets and major retailers like Sears and J.C. Penney.
In 1984, Bush moved into a new 350,000-square-foot plant in Jamestown, New York, consolidating its operations and expanding its manufacturing capacity. The company went public in 1985, with Paul Bush maintaining controlling interest. In the 1990s, Bush continued its expansion by acquiring furniture manufacturers like Case-Casard and Eric Morgan. This strategic move allowed Bush to offer products across a broader price spectrum, from budget-friendly RTA to higher-end pre-assembled furniture. The company also launched its Office Pro Collection in 1995 and became a leader in commercial office furniture.
In the 2000s, Bush Industries continued to evolve. It developed its Bush Business Furniture division to focus on office solutions and introduced direct delivery and installation services. The company formed partnerships, such as an exclusive licensing agreement with Kathy Ireland Worldwide in 2010. In 2020, Bush Industries was acquired by Bestar, which led to the formation of eSolutions Furniture, a unified brand dedicated to excellence in e-commerce. This rebranding marked a new era for Bush Furniture, as it emphasised modern designs and digital sales platforms.
Interesting Facts About Bush Furniture
- Bush Furniture was founded in 1959 and boasts over 65 years of experience in the furniture industry. Its long-standing presence reflects its reliability and dedication to quality.
- Bush is especially known for its home office furniture — functional workspaces at home.
- It operates under Bush Industries, which is a global leader in RTA (ready-to-assemble) furniture. The company’s distribution network stretches across the U.S., Canada, and beyond.
- Bush Furniture specialises in ready-to-assemble pieces, thereby making stylish, quality furniture more affordable and accessible. The assembly process is designed for simplicity, even for beginners.
- Many Bush Furniture products are made with recycled materials and meet ANSI/BIFMA safety and performance standards to show their commitment to sustainability and durability.
- Bush products are widely available on major online platforms like Amazon, Wayfair, Walmart, and Overstock, which make them easily accessible to customers across North America.
- Bush often integrates modular features into its designs, which allow users to customise or expand their setups. This is useful for evolving home office needs.
- Bush offers distinct design lines like the Cabot, Key West, and Salinas collections, wherein each caters to different aesthetic preferences, from rustic to modern.
- One of the biggest strengths of Bush Furniture is its ability to balance price and quality, thereby making it a favourite among budget-conscious shoppers who don’t want to sacrifice style.
Finally
The Bush Furniture logo reflects its adaptability and commitment to meeting changing market demands. From its humble beginnings as a bathroom accessory manufacturer to becoming a leader in RTA furniture solutions for homes and offices worldwide, each iteration of its branding has captured the essence of its growth and innovation. Today, under eSolutions Furniture, the logos represent a forward-thinking approach tailored for the digital age.