Cromwell, an international supplier of industrial tools and equipment has been rebranded by Thompson Brand Partners.
It comes following the appointment of a new Managing Director and a refocus on the strengths of the business, which has been part of the $12bn Fortune 500 company, Grainger, since 2015.
Founded in 1968, its previous branding featured the helmet of Thomas Cromwell.
Thompson Brand Partners explained that they undertook several rounds of customer insight work by Boxclever and extensive colleague engagement before defining Cromwell’s purpose as: “We keep operations running and people safe.”
The new logo was developed to signify change and portray the firm as “a well-organised, contemporary business specialising in tools and safety.”
They used orange to make the brand feel “more friendly.”
“From my first day here it was clear that Cromwell is a fantastic business with great people and an amazing set of customers. We are doing great work to help our customers keep their operations running and people safe, yet our brand identity was tired, old-fashioned and did not portray us in the best light,” said Cromwell MD Neil Jowsey.
“I have worked with the team at Thompson before and knew their thinking and creative work would be excellent – creative, clear and commercially orientated. And it has been exactly that, as proven by some of the most positive customer feedback I have ever seen.”
The branding has been applied across the website, uniforms, vehicles, signage and throughout its internal communications.