Gearwrench unveils a new look

Sparks, Maryland-based Apex Tool Group rolled out a new look for its Gearwrench brand, including a new logo, tagline, color palette, typography, and product design.

“The Gearwrench brand has grown remarkably over the past 20 years,” said Ray Smith, VP marketing, North American Hand Tools. “We’ve undertaken this comprehensive new brand identity program to reflect that progress. This new visual identity will help communicate the high quality of our products, our customer-focused culture, and our commitment to innovation.”

The new logo (above) was designed to reflect the power and personality of the brand, the company said. And the new “Forge ahead” tagline connotes the strength and power of the forging process combined with the forward-looking vision that has propelled the growth of the brand.

In addition to the new logo and tagline, the brand identity program will include new product design, social media graphics, advertising, packaging, catalogs and brochures, trade show displays, vehicle signage, business forms, and much more.

By the end of 2017, there will be over 4,100 different Gearwrench products.

The company says it also spending money to promote the brand with NASCAR and Chip Ganassi Racing and a comprehensive multi media advertising campaign.

Apex Tool Group owns a variety of other brands, including Crescent, Wiss and Lufkin.