Crescent Introduces New Brand Identity

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Crescent Introduces New Brand Identity


Apex Tool Group LLC has debuted an expanded product offering that brings products from five respected hand tool brands together under the Crescent name.

Also unveiled was a new brand identity program that underscores the expansion and encompasses every aspect of the Crescent brand, including its logo, color palette, typography and product design. The new identity program also introduces a new tagline, “Trusted by the Trades,” that accurately describes how the brand is viewed by trade professionals around the world, the company says.

“The Crescent brand has been trusted by professional tradespeople for well over 100 years,” says Curt Weber, senior director, brand management. “We are building on this trust by expanding the Crescent offering to include products not only from Crescent, 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 Crescent name.”

In addition to current Crescent 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 Crescent brand and Crescent supporting brand logos, product design, colors, 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 Crescent brand,” says Rena Fiorello, senior marketing manager, brand management for Crescent. “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 Crescent is committed to continued growth.”

Crescent is a premier hand tool brand from Apex Tool Group (ATG), one of the largest hand tool manufacturers in the world. The original Crescent adjustable wrench was introduced in the early 1900s. With its recent expansion, Crescent is the largest brand in the ATG brand portfolio, having grown beyond adjustable wrenches to include a wide selection of mechanics hand tools, tool sets, measuring products, snips, scissors, shears, files and heavy‑duty cutting products.

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