New brand identity for Crescent

SPARKS, Md. — Apex Tool Group has announced an expanded product line grouping products from five hand tool brands together under the Crescent brand name. At the same time the company revealed a new brand identity program to complement the expansion, encompassing every aspect of the Crescent brand, including its logo, colour palette, typography, and product design. The new identity program also introduces a new tagline, “Trusted by the Trades,” aimed at promoting the brand’s reputation among professional customers.