Crescent Introduces New Brand Identity

Crescent Introduces New Brand Identity

New identity includes an expansion of the brand that brings five famous hand tool brands together under the Crescent name.

Crescent, an Apex Tool Group brand, has 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.”

The Crescent brand product lineup will include tape measures, bolt cutters, scissors, files and many other tools from the five brands that have become part of the expanded Crescent tools offering.

“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.


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