Reviewed

New Logo and Identity for Arrow Fastener Company by Nail

Staplin' Like a Pro

New Logo and Identity for Arrow Fastener Company by Nail
 

before

after

Reviewed July 15, 201307.15.13 by Armin

filed under Consumer products and tagged with , , , ,

Established in 1929, Arrow Fastener Company specializes in things that put together things, otherwise known as “fastening” tools, providing manual, electric and cordless versions of rivet tools, glue guns, hammer tackers, and their flagship product, the heavy duty T50® staple gun. If you’ve ever stapled a flyer to a post, then you’ve most likely used the T50. Arrow has launched a new identity internally and will begin rolling it out in Europe and the U.S. throughout the year and has been designed by Providence, RI-based Nail with a focus on the DIY and crafters audience while maintaing its standing with professional contractors.

New Logo and Identity for Arrow Fastener Company by Nail
Logo detail.
The Arrow brand must strike a balance between power and control, reflecting respect for users’ self sufficiency while evoking feelings of trust, nostalgia, and safety.

Brand Essence book

New Logo and Identity for Arrow Fastener Company by Nail
Logo color variations.
New Logo and Identity for Arrow Fastener Company by Nail
Arrow’s iconic T50 staple gun.

The old logo wasn’t terrible just complicated and clunky but with enough unique traits to serve as the starting point for a competent evolution. The new logo salvages the squat, italic typography and creates a sturdy, handsome, and active new wordmark with a great rhythm. The arrow has been minimized from the large holding shape to a chevron which, if not necessarily original, it gets the job done in punctuating the name.

New Logo and Identity for Arrow Fastener Company by Nail
Brand books box with foil stamp logos.
New Logo and Identity for Arrow Fastener Company by Nail
Inside, the box contains two narrow books — one for the Brand Guidelines, the other for the Brand Essence — that form the new icon. There is also a metal USB drive with digital versions of the books.
New Logo and Identity for Arrow Fastener Company by Nail
New Logo and Identity for Arrow Fastener Company by Nail
New Logo and Identity for Arrow Fastener Company by Nail
Brand Essence book.
New Logo and Identity for Arrow Fastener Company by Nail
New Logo and Identity for Arrow Fastener Company by Nail
New Logo and Identity for Arrow Fastener Company by Nail
Brand Guidelines book.

In application, the only materials produced so far is boxed edition of Arrow’s Brand Guidelines and Brand Essence books, which come in a terrific presentation that should get employees excited about their new look and also establish the look and feel for the evolution of Arrow. Also: Futura. Lots of Futura. Overall, a really great redesign that will hopefully bring more name recognition to a company that makes something as awesome and awesomely named as the T50® Heavy Duty Tacker Gun.

Poll

On Wordmark

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On Chevron

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On Box Set

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