Under Crescent: Five brands become one

Tool maker unveils new brand identity under a single logo, color palette, and product design.

The Crescent brand product lineup will include tape measures, bolt cutters, scissors, files, and other tools from the five brands that have become part of the expanded Crescent tools offering.
Crescent, the hand tool brand that is part of the Apex Tool Group, revealed that it is bringing together five tool brands together under the Crescent name. 
The Sparks, Md.-based manufacturer also unveiled was a new brand identity program that including its logo, color palette, typography, and product design. The new identity program also introduces a new tagline, “Trusted by the Trades,” that the company says describes how its brand is viewed by trade professionals around the world.
In addition to current Crescent products, the expanded offering will include the full product selections of from 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, the 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, the company reported. 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. 
“The Crescent brand has been trusted by professional tradespeople for well over 100 years,” said Curt Weber, Crescent 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.”
According to Rena Fiorello, Crescent senior marketing manager 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. 
“We’re extremely excited about this major expansion of the Crescent brand,” Fiorello said. “This investment will provide additional energy to the brand and demonstrate that Crescent is committed to continued growth.”


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