The hand tool brand Crescent, a subsidiary of Apex Tool Group, is embracing a new brand identity. Last Friday, Crescent announced its expansion in product offerings by bringing on several other tool lines under the Apex umbrella. The new Crescent lineup will feature all of its current products with the addition of scissors, files, tape measures, and more.

The expansion brings on the entire lines of:- Lufkin measuring tapes, rules, and wheels
- Wiss snips, scissors, shears, knives, and trade tools
- Nicholson files and saws
- H.K. Porter heavy-duty cutters.

Since the merging of these brands, the names have also changed. These four brands will now be known to the world as Crescent/Lufkin, Crescent/Wiss, Crescent/Nicholson, and Crescent/H.K. Porter.

In addition to the collaboration of these respected brands, Crescent is expanding and rebranding its image entirely, including logo, color palette, typography, and product design. Its new tagline is “Trusted by the Trades,” a description of their reputability in the industry.

Senior Director of Brand Management Curt Weber explained the new brand identity: “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.”

Starting in early 2018, Crescent and all Crescent brands will migrate to the new brand identity.

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