AriensCo, a manufacturer of outdoor power equipment based in Brillion, Wis., launched refreshed corporate branding, which builds upon and protects the company’s reputation while separating its corporate efforts from its product brands.
The intent for the re-branding was due to the need to differentiate between the corporate brand and product brands, specifically the Ariens brand. Traditionally confused due to their shared name, color palette and iconography, the new identity will prevent future confusion by establishing a neutral, versatile and high-end feel with the company’s core values as the focus. The updated look features scenes of distressed copper, concrete and steel that symbolize the company’s manufacturing heritage
In operation since 1933, AriensCo began in rural Wisconsin when Henry Ariens and his three sons – Steve, Leon and Francis – developed the first American-made rotary tiller at a time when other manufacturers were experimenting with imported tillers. In 1960, the company manufactured its first snow blower, the Ariens Sno-Thro, which has been a staple product for both the company and the Ariens brand over the years.
Since then, AriensCo continues to be a global leader in the outdoor power equipment industry, with a portfolio of product brands including Ariens, Gravely, Westwood and Countax.
With this corporate redesign, AriensCo highlights a lesser-known trademark – its unique brand of passionate people. The AriensCo brand centers on the principal that it is much easier to copy a product than it is to duplicate an organization with unique people, values and programs.