AriensCo launched a new look for its corporate branding.
The new AriensCo logo personifies the manufacturer’s premium global presence while establishing the corporate enterprise with an identity of its own, according to the company.
The intent for the rebranding was 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, AriensCo said. 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, according to the company. In 1960, the company manufactured its first snow blower, the Ariens Sno-Thro.
Since then, AriensCo has continued as a manufacturer in the outdoor power equipment industry, with a portfolio of product brands including Ariens, Gravely, Westwood and Countax.
