News & Updates

NSL Unveils New Logo, Fresh Website and Enhanced Content


The 30-year-old company’s refreshed branding reflects their commitment to customer innovation in the lighting industry.

TONAWANDA, NY, July 14, 2020 — America’s trusted source for architectural and specialty lighting solutions, National Specialty Lighting (NSL), has launched a new, easier-to-navigate website featuring their refreshed logo, branding and messaging. Their new look and feel is a reflection of what their distributors asked for: modern branding and a website with improved usability, search functionality and visuals that demonstrate NSL’s commitment to customer-focused innovation.

Customer and sales-agent feedback guided NSL’s rebranding process, putting a modern look and simple functionality at the forefront. The new logo is striking and much simpler than its predecessor while retaining visual references to lighting. The made over logo is made up of sleek, ombre yellow letters with the company name still in recognizable bold all-caps.

Besides the new look, NSL introduced updated messaging that reflects the company’s heritage and dependable reputation. New taglines include “your trusted lighting partner” and “30 years of customer-focused innovation and reliability.” In addition, the new messaging puts emphasis on NSL’s dedication to its customers, seeing each one as a long-term partner. “Your success is our success,” the new website reads. The site will also feature news articles and videos highlighting their product applications and new technology so their customers can stay up to date on the latest trends in lighting.

“We are so proud of NSL’s new branding. It is a strong reflection of our commitment to customer innovation and our history of excellent customer service,” says Tom Penton, President of NSL. “Our proven product quality and innovative end user solutions have earned our customers trust and loyalty and our new branding and website continue that legacy, making choosing and sourcing the perfect lighting for every project even easier.”

National Specialty Lighting can be found online at and on LinkedIn

About National Specialty Lighting

For three decades, National Specialty Lighting (NSL) has built a reputation as a trusted supplier of top-quality architectural and specialty lighting products. From the latest in LED to tried-and-true traditional technologies, NSL is proud to offer a broad spectrum of architectural and specialty lighting options that ship daily from Tonawanda, New York and through a network of distributors across the United States.

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