Apex Tool Group has unveiled a new brand identity program for its Crescent hand tool brand, which encompasses a new logo, color palette, and tagline – “Trusted by the Trades” – along with an expanded product offering of over 2,600 products across five Apex Tool Group brands.
Effective immediately, the Crescent brand lineup will include all Lufkin brand measuring tapes, rules and wheels; Wiss brand snips, scissors, shears, knives and trade tools; Nicholson brand files and saws; and H.K. Porter cutters. These brands are known respectively as Crescent/Lufkin, Crescent/Wiss, Crescent/Nicholson, and Crescent/H.K. Porter. The core Crescent brand will continue to cover adjustable wrenches and other hand tools.
The Crescent brand and Crescent supporting brand logos, product design, colors, packaging, websites, and other forms of identification will migrate to the new brand identity in early 2018.
“The Crescent brand has been trusted by professional tradespeople for well over 100 years,” says Curt Weber, Senior Director of 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.”
