Parterre Flooring Systems has launched a new corporate identity. The company partnered with The Branding Firm marketing agency to develop a new logo, architect folder, stationery suite and collateral materials. The new logo was designed to reflect the company's commitment to products that excel in both design and durability requirements.

In addition, company founder Wally Ruttgeizer, who is shifting his focus to researching new product technology and acquisitions on a worldwide scope, will change roles from president to CEO of Parterre. T. Fred Roche, executive vice president of sales and marketing for Parterre since March 2000, takes the reins as president of the company.

In addition, Parterre has named Jeffrey Tolle to serve as vice president of sales for the eastern United States, and tapped Mark Walcoff as vice president of sales, western United States. Tolle brings more than 20 years of flooring industry experience to his new position, with emphasis in the areas of healthcare and retail store planning. Walcoff, also an industry veteran, previously held sales management positions with Lonseal and Amtico.

Both Tolle and Walcoff will play key roles in marketing Parterre products as the brand continues to evolve.