Crescent Introduces New Brand Identity with New Programme

Crescent Introduces New Brand Identity with New Programme

New identity includes an expansion of the brand that brings five famous hand tool brands together under the Crescent name

Crescent, a hand tool brand from Apex Tool Group, announced an expanded product offering that brings products from five respected hand tool brands together under the brand name. Also unveiled was a new brand identity programme that underscores the expansion and encompasses every aspect of the company brand, including its logo, colour palette, typography, and product design. The new identity programme also introduces a new tagline, “Trusted by the Trades,” that accurately describes how the brand is viewed by trade professionals around the world.

“The brand has been trusted by professional tradespeople for well over 100 years. We are building on this trust by expanding the brand’s offering to include products not only from this brand, but from several other respected hand tool brands in the Apex Tool Group portfolio. This expansion will give our customers a wider selection of quality products from which to choose, all under the brand name,” said Curt Weber, Senior Director, Brand Management.

In addition to current company products, the expanded offering will include the full product selections of the following Apex Tool Group brands: Lufkin measuring tapes, rules, and wheels, Wiss snips, scissors, shears, knives, and trade tools, Nicholson files and saws, and H.K. Porter heavy-duty cutters. Starting immediately, these four supporting brands will be known as Crescent/Lufkin, Crescent/Wiss, Crescent/Nicholson, and Crescent/H.K. Porter, giving users access to over 2,600 products under the Crescent brand. Beginning in early 2018, all company brand and supporting brand logos, product design, colours, packaging, websites, and other forms of brand identification will begin the changeover to the new brand identity.

“We’re extremely excited about this major expansion of the brand. A substantial marketing initiative for the brand is planned for 2018, including a comprehensive multi‑media advertising campaign and a potential partnership with NASCAR and Chip Ganassi Racing. This investment will provide additional energy to the brand and demonstrate that the company is committed to continued growth,” said Rena Fiorello, Senior Marketing Manager, Brand Management for Crescent.