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.
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
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.
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.