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CRESCENT® Introduces New Brand Identity

Posted on December 1, 2017


Crescent®, a premier hand tool brand from Apex Tool Group, today announced 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 Crescent brand has been trusted by professional tradespeople for well over 100 years,” said 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.

The bold new Crescent® logo and tagline communicate the brand’s well-earned reputation for quality tools that help tradespeople produce professional results.

“We’re extremely excited about this major expansion of the Crescent brand,” said 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.”