To keep abreast of an ever-changing marketplace, Van Dyck decided to undergo a major facelift in 2011 and launched the new logo which reflects not only its commitment to sustainability, but the new strategic direction of Van Dyck.
The old Van Dyck Carpets logo with its strong shade of blue and diamond shape captured the underlying value of the brand. It represented tradition and captured the hearts of South Africans, becoming a tried, tested and trusted household brand over 65 years.
The fresh bright green font and shape of the new logo are modern, representing the energy and fresh, youthful spirit of the revitalised Van Dyck brand and the new wave of modernisation taking place within the organisation.
The word ‘carpets’ was dropped due to the variety of products now being manufactured and distributed by Van Dyck, having gone beyond just being a manufacturer of quality carpets.
Van Dyck now manufactures a wide variety of products for various market segments, both nationally and internationally, in the textile and flooring industry, and also distributes a wide range of products that the company sources from overseas partners.
Over recent years Van Dyck has developed a wide network of partners both locally and internationally, enabling the company to provide its valued customers with a large selection of products, and to meet the demands of the ever-changing marketplace.
The product groups currently on offer are: carpeting (residential and commercial, broadloom, tiles and rugs); luxury vinyl flooring; artificial grass; wall coverings; and underlays.
Van Dyck’s international network of partners includes Balta – one of the world leaders in floorcoverings specialising in broadloom carpets, rugs and residential carpet tiles; Modulyss – a young and dynamic company specialised in highly innovative and durable tufted carpet tiles made in an environmentally responsible manner; Instafloor– a division of Instacoustic and a leading provider of acoustic underlays made from recycled rubber and suitable for almost every flooring application; Easigrass – a leading distributor and installer of one of the most advanced artificial grass products on the market; and Polyflor – a leading international supplier of commercial and residential vinyl flooring products. The selection of partners and products has been carefully done in line with Van Dyck’s vision towards a greener world.
The process starts with green design. The aim is to eliminate negative environmental impact completely through skilful sensitive design, while still meeting customer requirements.
Next raw materials are looked at, focusing first on preferential sourcing (sourcing of raw materials from organisations with ISO 14001 certification), then on incorporating post-consumer recycled content. Van Dyck also makes sure there is a positive knock-on effect on environmental sustainability with suppliers.
When it comes to manufacturing the emphasis is on reducing energy consumption; using clean technology; reducing production waste; efficient planning around peak electricity demand times; and the use of renewable energy where possible.
Also, Van Dyck’s distribution sets out to optimise delivery schedules, consolidate orders; and look at further reducing fuel consumption, for example, by using lightweight maximum-volume trailers.
Van Dyck also concerns itself with product recovery. Uplifted carpets can be returned to company premises, and products can be reused or, alternatively, form part of the company’s Corporate Social Responsibility spend.
The ISO 14001 certified Environmental Management System at Van Dyck covers recycling of various wastes (plastic, glass, cardboard, metal, cans, wood); removal of suspended solids. Van Dyck removes 80 tonnes of suspended solids per annum, and is considering the installation of its own water treatment plant.
The company also addresses energy and water reduction – by implementing an effective control system that provides supply on demand – together with safe storage of fuel and monitoring of the air-to-fuel ratio to ensure maximum boiler efficiency and minimise environmental impact; reduction in the use of hazardous materials; and reduction of greenhouse gas (GHG) emissions. Van Dyck claims to be the first and only South African flooring company that has an ISO 14064 Greenhouse Gas Emission verification report enabling the monitoring of the effectiveness of the various initiatives to minimise environmental impact.
The aim of Van Dyck is to REDUCE – RECYCLE – REUSE! and over the last three years Van Dyck has launched various environmentally friendly innovations (see separate box within this article).
These innovations have received a warm welcome from corporate, hospitality and residential customers, and Van Dyck aims to further decrease its impact on the environment while continuing to provide the trademark style and quality associated with the brand over the past 65 years.
In conclusion, there are plenty of good reasons to buy Van Dyck products which include: Van Dyck is a proud member of the Green Building Council of South Africa; the company strives for responsible manufacturing as confirmed by its ISO 14001 and ISO 14064 certificates; a focus on recycled material instead of using virgin materials; and a comprehensive recycling programme that ensures the reuse of post-industrial waste and post-consumer waste to prevent their disposal into landfills.
Also, all Van Dyck products have a volatile organic compound (VOC) emission rate below 0.20mg/m3/hr (meeting the requirements for Green Star rating) which means no irritation or discomfort.
Van Dyck carpet products are known for their superior and lasting performance, and an increased lifespan results in reduced potential impact on the environment. Most Van Dyck products are made locally in Durban, reducing the impact of transportation on the environment, and all Van Dyck carpets have built-in thermal properties, improving the overall thermal comfort of a home or building with reduced energy requirements. In addition Van Dyck has, in most of its carpets, introduced SILVERPLUS, offering an outstanding anti-microbial protection for textiles and carpets.
Van Dyck’s contribution towards a sustainable society includes donations to various non-profit organisations including Reach for Recovery, which supports the fight against breast cancer, and South African Rugby Legends Association – a charity that uses sport to bring children from underprivileged communities together.
Van Dyck is also supporting the Rhino Foundation by contributing R10 per linear metre on the sales of Easigrass artificial ranges, and the company also gets involved in many other smaller social responsibility projects on an ad hoc basis.
But all the above has only been possible thanks to the loyal and valued support that Van Dyck has received from many local and international customers during its 65 years of existence.
Van Dyck says its customers are a daily inspiration, and the company will continue to do everything possible to further improve customer service and ensure total customer satisfaction.
Important environmentally responsible innovations by Van Dyck
- February 2010 – the launch of Ecolay underlays made from recycled rubber from post-consumer waste (tyres)
- May 2010 – the launch of Oxygen, the first carpet tile in SA using recycled material from post-consumer waste (PET bottles)
- October 2010 – the launch of Florpoint Earth, the first polypropylene needlepunch product partly made from recycled fibres
- June 2011 – Van Dyck changes its logo and corporate image to solidify its sustainability vision and mission
- October 2011 – the launch of Barcode Earth, a new contemporary and innovative needlepunch product partly made from recycled fibres
- November 2011 – sister company PFE Extrusion (that supplies all our polypropylene fibres) becomes ISO 14001 accredited
- July 2012 – the launch of Instalay, a peel & stick underlay made from recycled rubber from post-consumer waste (tyres)
- August 2012 – the launch of Wall Expressions, a brand-new range of wall coverings made from 100% recycled fibres from post-consumer waste (PET bottles)
- December 2012– Van Dyck becomes ISO 14001 certified
- August 2013 – Van Dyck receives its ISO 14064 Greenhouse Gas Emissions verification report
- September 2013 – the launch of Camaro, an LVT range from Polyflor with 15% recycled content