New website coming Summer 2026.
New Logo. New Tagline. Same Focus on Natural Stone and Its People.
Evolving Together for the Future of Natural Stone
We’ve updated our brand and marketing strategy to expand our membership, make an even bigger impact on our industry, raise the profile of our product — natural stone — and celebrate our people: passionate natural stone professionals like you.
Watch the unveiling video and discover what your new brand has to offer.
With more than 2,000 members in 50+ countries, the Natural Stone Institute represents the best of the best in the natural stone industry.
That’s why it’s important to continue to go to market looking and sounding like thought leaders, with a refreshed image and strategy that reflects our heritage, vision for the future, and position as the voice of our industry.
“We did not enter this rebrand process lightly. We knew that our investment in our efforts needs to help drive more value for our members and increase the demand for natural stone. This effort, coupled with a strong strategic plan centered on both the natural stone product and people in the natural stone industry, will pay dividends for a very long time.”
Jim Hieb, CEO | NSI
Driven by Data, Informed by Members
A Strategic Approach to our Rebrand
Our new logo and tagline and our refined marketing approach are investments in our members and in the future of NSI and natural stone. Because we serve our members first, we reached out to get your thoughts and opinions on our brand health through a data-focused survey, focus groups, and one-on-one interviews—your input guided our entire rebranding process. Working with the David James Group, a marketing and branding agency focused on mission-based organizations, we gathered feedback from more than 360 NSI members. To power future growth, we also gathered input from nearly 200 non-members, including architects and designers. Throughout the entire process, the NSI Marketing Committee has been involved. Their role in decision-making has ensured that the interests of our member companies have been represented.
This is just the beginning—over the coming months, NSI will continue to roll out additional brand updates, including rebranded products, services, and collateral.
Get into the nitty-gritty of the strategy and the process in The Cutting Edge, NSI’s member publication.
Inspired by Natural Stone’s Beauty and Guided by You
Get to Know the New Primary Brand Logo and Tagline
The NSI brand comprises many things: it’s a collection of attributes that define our brand; it’s the promise that defines the unique value, experience, and benefits the natural stone industry community can consistently expect from NSI; and, of course, it’s the identity (logo, colors, etc.) that visually defines our organization. Click on the bars to the right to learn more about our new logo and tagline.
While our look and messaging are evolving, some things will never change. Our name remains the Natural Stone Institute. We’re simply investing in better ways to serve you. And our focus continues to be, as always, on the enduring beauty, strength, and authenticity of natural stone.
Our Vision
Our new primary brand logo is the flagship of the NSI brand, the most prominent visual representation of NSI, which is why it was critical that we incorporated community input into the creative process. As part of our Brand Health Index survey, we asked about your preferences for the style of a new logo. You told us it should be professional, modern, elegant, and, importantly, representative of natural stone.
Taking this feedback to heart, the DJG creative team explored how best to capture the character of natural stone while presenting NSI in a way that feels elevated and timeless. The result is a refreshed lead brand logo that reflects both the essence of the industry and the qualities you told us matter most.
The Logomark
The logomark itself symbolizes the progression of stone from rough cut (the inner solid slab with rough edges) to refined finish (the frame encompassing the slab), a visual metaphor for the craftsmanship and enduring strength of the industry. The frame also represents our inclusive, all-encompassing approach—we bring the industry together in order to elevate and drive demand for natural stone. And to honor natural stone, the edge of the inner slab was created using real slab images provided by NSI staff to DJG for guidance.
Typography
The logotype blends serif (a font with small decorative strokes at the ends of letters) and sans serif styles (which have smooth, clean lines) to reflect both richness and sophistication while maintaining a clean, contemporary feel. “Natural Stone” in the serif font reflects the timeless, classic, and traditional nature of natural stone, while “Institute” in the sans serif font suggests an organization that is modern and innovative.
Drawing inspiration from the muted tones of granite and marble, the color palette combines slate blues, grays, bronzes, and warm accents to create a contemporary yet timeless impression.
Tagline
One of our key attributes is the authority NSI brings to the natural stone industry. The expertise and leadership available through our programs, services, and community drive our ability to increase demand for and use of natural stone, helping our members grow their businesses. “Expertise” is at the core of our brand promise and is captured in our new tagline, “Expertise. Set in Stone.” “Set in Stone” reflects both our industry and our unwavering commitment to be the leader in advancing the natural stone industry.
“When I think about that tagline—Expertise. Set in Stone. —number one, I think we are the go-to experts in so many different facets of our industry … whether it’s testing, education, or understanding the environment we’re dealing with. The experts really do come to the Natural Stone Institute.”
Evan Cohen, NSI Board President | Quality Marble & Granite
Download Official Brand and Marketing Assets
Explore Official Natural Stone Institute Brand Resources
The NSI rebrand journey is just getting started. We will continue to add new assets here and update existing ones over the next several months, so bookmark this page for future needs.
By downloading these brand materials, you agree to use them in accordance with the Natural Stone Institute’s brand guidelines and solely for approved purposes. Unauthorized alteration, reproduction, or distribution is strictly prohibited.
What Our Refreshed Brand Means for Members
Modernizing for the Next Generation of Natural Stone Professionals
Just like your NSI membership represents an investment in your operation or professional growth, our investment in NSI’s brand and marketing approach allows us to continue providing quality resources to our members and growing the market for what we all love—natural stone.
If you are a new member, you are joining NSI at a very exciting and dynamic time in our organization’s history. The updates we are making now and through 2026 will help you take full advantage of your membership investment and see more of an impact on your career and bottom line.
Click the bars to learn how our investments benefit you and the natural stone industry.
New Logo, New Tagline
We have updated our logo to project an image of strength, endurance, and modernity. The addition of our new tagline “Expertise. Set in Stone.” reflects the experience and wisdom of members like you as well as the timeless quality of quarried materials.
Stronger Marketing Messages
NSI worked with DJG to conduct research with stakeholders across the natural stone industry to understand exactly what strategic concepts resonate most. This means NSI can continue to expand membership, create business connections among members, and showcase features and benefits that can improve your career and operation.
Updated Website
Our website needs to work harder for members like you. NSI and the David James Group are working closely to overhaul our existing site and make it easier to find the information and resources you need. Plus, this new presentation will help us educate non-members about the many benefits of natural stone and how our industry works to protect its people, the planet, and our product.
Professional Development Opportunities
A core benefit of your membership in NSI is access to high-quality courses on industry topics such as health and safety for workers, estimating and benchmarking, design trends and innovations, and international technical standards. The new system will make learning more effective and easier to access.
Updated Natural Stone Catalog
As our new messaging strategies inspire design professionals to seek natural stone for their projects, we’ll be driving more traffic to the Natural Stone Catalog to obtain key specification details and connect with trusted member companies.
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Join NSI TodayNew Logo, New Tagline
We have updated our logo to project an image of strength, endurance, and modernity. The addition of our new tagline “Expertise. Set in Stone.” reflects the experience and wisdom of members like you as well as the timeless quality of quarried materials.
Stronger Marketing Messages
NSI worked with DJG to conduct research with stakeholders across the natural stone industry to understand exactly what strategic concepts resonate most. This means NSI can continue to expand membership, create business connections among members, and showcase features and benefits that can improve your career and operation.
Updated Website
Our website needs to work harder for members like you. NSI and the David James Group are working closely to overhaul our existing site and make it easier to find the information and resources you need. Plus, this new presentation will help us educate non-members about the many benefits of natural stone and how our industry works to protect its people, the planet, and our product.
Professional Development Opportunities
A core benefit of your membership in NSI is access to high-quality courses on industry topics such as health and safety for workers, estimating and benchmarking, design trends and innovations, and international technical standards. The new system will make learning more effective and easier to access.
Updated Natural Stone Catalog
As our new messaging strategies inspire design professionals to seek natural stone for their projects, we’ll be driving more traffic to the Natural Stone Catalog to obtain key specification details and connect with trusted member companies.
Click the bars to learn how our investments benefit you and the natural stone industry.
“During strategic discussions with NSI’s board, we heard that we needed to improve our messaging to engage industry professionals through more compelling storytelling. This rebrand process plus the major system upgrades represent big investments in our organization’s future. We’re confident that our timing and approach will yield successful results.”
Sarah Gregg, Marketing Director | NSI