Gearwrench recently sent over a news announcement, introducing their new brand identity. They say that the new identity “embodies the brand’s renewed commitment to customers” and that it “better represents its expanded line of quality tools.”
The new Gearwench brand identity is said to include a new logo, tagline, colors, typography, and product design.
Advertisement
I don’t know what this means, and Gearwrench has not yet gotten back to be on some questions. This is what I asked:
Update: Answers in blue.
How will this affect Gearwrench tools? For example, the cutters in the image look to be highly finished and polished PivotFroce pliers. Will they cost more? Will the dripped-grip version be discontinued? Will both dipped-grip and dual-molded gripped versions be sold alongside each other.
The tools shown in the New GEARWRENCH Brand Identity press release are concept renderings of tools using the new GEARWRENCH visual brand identity. All GEARWRENCH products will be updated to reflect this new look as soon as possible.
Does this explain the recent Armstrong and Allen factory closures? (Are any Armstrong tools still being produced and sold under that brand?)
The new GEARWRENCH brand identity has no relation to any changes with manufacturing facilities. The changes you are referring to were the result of consolidations to maximize production capacity at Apex Tool Group (ATG) manufacturing locations. ATG has made a strategic decision to exit the Armstrong business; tools are no longer being produced under that brand.
That screwdriver looks new; are there are other new tools that have underwent design or manufacturing updates?
See Above.
Let’s talk a bit more about what the announcement said.
The new tagline will be Forge Ahead.
The new FORGE AHEAD tagline connotes the strength and power of the forging process combined with the forward-looking vision that has propelled the growth of the brand. “GEARWRENCH has had a reputation for innovation since the beginning,” added Smith. “The new FORGE AHEAD tagline will resonate with users in every market we serve, whether it’s automotive, industrial, commercial, or one of the many other places where you’ll find GEARWRENCH tools at work.”
I don’t really know what the take-away is here, but it does seem like a powerful and appropriate phrase.
They talk a little about what Gearwrench offers:
Since its introduction, the GEARWRENCH brand has grown to include not only wrenches, but a wide assortment of automotive and industrial hand tools, including ratchets and sockets, tool storage, torque wrenches, striking and struck tools, screwdrivers and nut drivers, pliers, and impact sockets. By the end of 2017, there will be over 4,100 different GEARWRENCH products.
Alright, that is an expanded lineup of tools. But will it be expanding further?
Here’s what the GearWrench logo looked like. It’s right at home on a package of ratcheting wrenches.
And again on a ratchet promo image.
The logo on the older style of screwdrivers is a little bland.
A newer color scheme – read more about those screwdrivers here – is better.
Gearwrench Green Handled Screwdrivers
And the green stood out a little more too.
And here’s the new look again. I have to say, the new logo looks amazing. It does look more modern, and the tools like great too.
The diagonal cutters in the image looks somewhat European, with the smooth lines and polished finish. If I didn’t know any better, and you asked me to ID these tools, my first guess would be that they were Beta tools. The dual-molded grip on those cutters and screwdriver look very thoughtfully designed.
On the older style tools, the design looks a little more utilitarian. It’s hard to tell by photos alone, but the new tools – at least those that were pictured in the press release – look to nicely mix form and function.
A substantial marketing investment in the GEARWRENCH brand is being made this year. It includes a partnership with NASCAR and Chip Ganassi Racing and a comprehensive multi‑media advertising campaign.
Hopefully we’ll see some new tools, and not just a push forward for marketing efforts.
I own a number of Gearwrench tools, and have a few test samples of a few others. Generally, I like the brand a lot. Their tools offer good quality and competitive features at reasonable pricing. Some of their tools are a little bland, and it’s hard to find the appealing when placed next to competitive tools.
The announcement didn’t really explain the question that sums it all up:
What does this mean for the tools? What does it mean for us users?
I have no idea. Yet? But the new look is refreshing, and I though it was worth sharing.
John Fleisher says
Oct 16, 2017 at 8:41 amYellow and black? Hmm, where have I seen that color combination before?
Hang Fire says
Oct 16, 2017 at 9:11 amUgh. That’s an association NO ONE else in the tool industry wants!
skfarmer says
Oct 16, 2017 at 9:34 amreally? why? i never understand why people can dislike or even hate a brand so much. if you don’t like a brand, so be it , but people who make these kinds of comment and think they are funny. well………just odd is more like it. it is just a color.
Jonathan says
Oct 16, 2017 at 12:07 pmThe color actually cheapens the brand in MHO, the off orangeish-yellow and black makes me think, workbench brand, HF, Wally-world offerings, the dark red and black, I like a lot, I kinda stumbled into the brand with blow molded case of thru the socket wrenches that I came across on clearance $22 at Sears about 15 years ago, after opening and trying at home I went back an bought two more kits to go in our rigs. I now have probaly 100 or collection of grar5 wrenxh items
Tim says
Nov 3, 2017 at 11:48 amI’m agreed with Jonathan. Neon colors cheapen products in my opinion. Gimmicky and eye-catching instead of producing a quality tool. However, it seems to be working for Ryobi.
Lynyrd says
Oct 17, 2017 at 1:26 pmThat’s Orange, not Yellow
Gary says
Oct 16, 2017 at 8:42 amFor many years now, Gearwrench has competed very effectively in the market for mid-price point mechanics tools … competing primarily against store brands that source their tools from Apex. One wonders if GW is preparing for a new, well-financed competitor that will be unveiled next summer … Craftsman … that will source its tools outside of Apex.
Hang Fire says
Oct 16, 2017 at 9:13 amSears does sell a lot of GearWrench. Will that end?
Stuart says
Oct 16, 2017 at 9:33 amIt’s hard to say, but I believe Apex is the new Sears Craftsman pliers supplier.
Toolfreak says
Oct 17, 2017 at 11:25 pmNah, Apex will be supplying Sears with tools until they go out of business. Apex makes all the ratchets, sockets, wrenches, etc. for Sears right now and it’s unlikely they would be able to find a new supplier given their financial status and projected/inevitable bankruptcy.
That is, unless the long-term plan is to dump Apex once Stanley ramps up production and then sell the same stuff in Sears that you can get wherever Stanley distributes their Craftsman-branded stuff to. Seems like that’d be really, really bad for Sears.
Hang Fire says
Oct 16, 2017 at 9:15 amGearwrench began by rebranding KD Tools, which made primarily specialized mechanic’s tools (much like OTC) and had expanded into a full-line tool manufacturer. So, the framework for a full lineup was already there.
fred says
Oct 16, 2017 at 2:54 pmYou are correct in that KD (once an independent company – as in OK-D Mfg., then part of EASCO, then part of Danaher and now Apex) – morphed into Gearwrench. Most of the oddball and specialized mechanics tools once the mainstay of KD – seem to have been dropped. Others like Lisle seem to have picked up where KD left off.
OTC – once Owatonna Tool Co. – made their reputation on gear pullers. Now they are a part of Bosch’s automotive group.
The yeti says
Oct 16, 2017 at 9:56 amThey are the oem for MasterCraft ratcheting wrenches . I own a few sets of the co branded MasterCraft wrenches . Gotta say they work great . I intend to replace them with north American made quality tools at some point . Bothers me when companies make stuff overseas and sell the product as if it is a good product . When they know full well it’s made in a sweat shop by 9 year olds.
Tom says
Oct 16, 2017 at 9:58 amThose cutters look nice!
Nathan says
Oct 16, 2017 at 11:16 amI was about to ask who is the gear wrench parent today?
and
Does anyone make an American made ratcheting box end wrench today? I thought proto did, or someone like that. I put it off but I think I need a set.
Stuart says
Oct 16, 2017 at 11:23 amApex Tool Group.
Yes. Proto has USA-made spline ratcheting wrenches, and I’m sure some other brands have USA-made ratcheting wrenches too.
Dustin says
Oct 16, 2017 at 10:07 pmSK tools are made in the US, and their new ones are really nice.
The yeti says
Oct 16, 2017 at 11:35 amThat tear drop ratchet head in the pic looks a little bit like my Armstrong ratchets . I’m pretty sure when they shuttered Armstrong. Gearwrench got most of the tooling or the designs . I think they had a common owner
fred says
Oct 16, 2017 at 2:55 pmAt one time Apex (ther parent company) had KD-Gearwrench listed under the Armstrong banner.
The yeti says
Oct 16, 2017 at 11:27 pmYa it looks too similar to not be related somehow
Joe J says
Oct 16, 2017 at 11:56 amColor Scheme looks very close to Bostitch.
Steve says
Oct 16, 2017 at 1:40 pmI couldn’t put my finger on it, but you’re right! Bostitch or even Triton. Anyway, I think Gearwrench has been great….not sure the radical makeover was even needed. At least with black or red it’s pretty subdued…orange isn’t going to fit well.
Diamond Dave says
Oct 16, 2017 at 1:41 pmAgreed! I was thinking Bostich also! Unfortunately, most of the color schemes are all taken as we immediately think of another brand when we see a certain color scheme which of course, is the opposite intention for those companies competing for their own colors. Mmmm…how about purple and black?…lol
Bill says
Oct 16, 2017 at 12:19 pmWhere is Fred?
I haven’t seen any comments from Fred lately. As a frequent user of this site, often several times a day, I have come to appreciate Fred’s insight on many topics. In fact I’m willing to venture that most users of this site have come to value Fred’s depth and breadth of knowledge on many of the topics raised here.
Hopefully Fred is just enjoying an extended vacation somewhere in the South Pacific and we will see his return soon.
Gary says
Oct 16, 2017 at 12:31 pmI was actually thinking the same thing. He returned this morning … see the end of the Sears/Craftsman thread.
Welcome back Fred!
Bill says
Oct 16, 2017 at 12:49 pmOoooops!
Thanks.
fred says
Oct 16, 2017 at 2:57 pmAway for a few weeks on the other side of the pond.
The Knife says
Oct 16, 2017 at 12:35 pmI like the color scheme, font and logo. It looks clean and modern, which I think contributes to at least perceived quality – which I am guessing is pretty important to them.
I doubt they’d roll this out without some serious market research and focus group activity behind it.
Satch says
Oct 16, 2017 at 12:53 pmAt the risk if sounding a bit out of it, where are the Gearwrench products made? I always assumed Asia but if these newer lines are something like a Beta rebrand, then…who knows? I always thought if Beta as a Euro brand. Yes/no?
The newer stuff looks good and if positioned correctly will be a good seller. Thanks.
Stuart says
Oct 16, 2017 at 1:52 pmThese are NOT Beta tools or rebranded tools.
I only mentioned Beta because the smooth look of the cutters and the orange-black color scheme would definitely confuse me if the Gearwrench brand name was not on the tools.
Gearwrench tools are made in Asia – I believe Taiwan and China for most.
There might still be some USA-made SKUs, but if so they’re probably very few.
Satch says
Oct 16, 2017 at 5:38 pmThanks Stuart. That is what I thought but with the Apex/Danaher/Armstrong debacle these last few years I just wasn’t sure. If nothing else I hope this prompts SBD to actually do something really good with the Craftsman line. They Wil doubtless be vying get for much of the same market.
Joe J says
Oct 16, 2017 at 1:19 pmColor scheme is also similar to Triton.
So that’s at least three brands using that scheme.
Matt says
Oct 16, 2017 at 1:48 pmInteresting development. Have to check out the Sears Closeout here and see if I can find some deals on it.
Diplomatic Immunity says
Oct 16, 2017 at 2:34 pmI like it. Definitely not subdued and more of a ‘made this decade’ look to them. Those old red/black screwdrivers scream 1980’s to me.
Toolfreak says
Oct 16, 2017 at 8:25 pmI like the new font and the text part of the logo, but I don’t like that they went with a redundant “GW” to replace the old logo that was representative of the ratcheting box end of their signature product – ratcheting wrenches.
Apex has always had a problem since they decided to use GearWrench as their flagship brand despite having Armstrong – using the name “GearWrench” strongly implies your products are only wrenches.
Taking away the box end part of the logo and going to a new color scheme that is a step away from the traditional red/black color scheme of a lot of tool brands makes me think this is Apex’s attempt to “Forge Ahead” with their GearWrench brand after losing out on the Craftsman brand to Stanley, and giving up on Armstrong, Allen, etc. for some reason.
It doesn’t make much sense to me overall. I get that the GearWrench name is somewhat recognizable, but Apex could very well keep the GearWrench name on the ratcheting wrenches and put the rest of it’s lineup under the Armstrong brand, which has a much longer history and recognition as a top USA-made brand.
Also seems weird Apex won’t use their SATA brand in the west. Guess forging ahead with GearWrench logos on everything was the best Apex could come up with, at least for now.
The yeti says
Oct 16, 2017 at 11:29 pmYa the closing of Armstrong is baffling . I guess I am the only guy who liked their ratchets .
Toolfreak says
Oct 17, 2017 at 11:32 pmI didn’t care much for their pear-head ratchets due to the handle design, but what really kept me away was the lack of quick-release and a lot of comments that their ratchets occasionally had the lockup/accidental reversing issue, indicating a lack of quality control or poor design/construction/materials. I do have the similar CraftsmanNext Generation ratchets though. Smoother, more comfortable handle and body design, no issues with the mechanism.
harry says
Oct 16, 2017 at 10:35 pmGearwrench is probably a love it or hate it brand, or perhaps a love to hate brand. I don’t know. I do harbor a grudge against Gearwrench for killing off KD tools to pave the way for Gearwrench’s expansion into a full line of mechanics tools but, I’m trying to move past that.
What i do know is that I have quite a few Gearwrench tools in my cart, in my large box, and at home. A lot of it is earlier Taiwan made tools but, there are also newer items like the 120xp long and extra long ratcheting wrenches, locking flex head ratchets, and more. I have to say their tools have stood up to daily professional use without any real issues for more than a few years now. I also think that unlike SK who only hints at new products coming out, Gearwrench is continuing to grow and to regularly release new products. They’re coming out with extra long 120xp fixed head ratchets soon so, if you have a hankering for a 24 inch long 1/2 drive ratchet, you can get one. super long versions in 1/4 and 3/8 are also coming.
I like the new logo, and I like the shape of the redesigned screwdriver with what might be a more hard than soft handle. Hopefully Gearwrench will have some at the upcoming SEMA show for me to fondle. Gearwrench might not be everyone’s cup of tea but, I like it.
fred says
Oct 17, 2017 at 7:40 amThe last new product that intrigued me from SK was their 6-point ratcheting wrench. I think they introduced them a few year back.
https://www.amazon.com/SK-Hand-Tool-80019-8mm/dp/B00SQ4GD8K
Mike H says
Oct 28, 2017 at 12:34 pmA lot of my accumulation of Gear Wrench products has been because of their 120xp line. I like the short swing and I like how they’ve held up. I think the price point makes them a very reasonable value, whether for everyday go-to, or cart kits, road boxes and spares.
Just went to their website, which I’ve never particularly found “easy” to use, and see that it’s been reworked somewhat. Notice very little mention of the 120xp product line, which I would consider (some may disagree) as one of their flagship product features. I tried to find the sku for what I would consider a run of the mill 3/8-drive six point socket kit with the xp ratchet, and going through their product menu, it doesn’t show up. Knowing the sku I can type it the search box and a description comes up that way, but it’s all very… suspicious.
I haven’t really understood many of the decisions Apex has been making over the last few years, and I guess I don’t really understand where they’re going with any of this, either.
Leonard A says
Oct 16, 2017 at 11:12 pmI like hand tools with bright colors. Helps me find them in the mess when I’m working.
My first thought was don’t like. But more I look I like it. Very Triton.
I hate any neon like Festool green. Makes me think cheap, but the proof is in the product. If it works like magic then I don’t care.
cWs says
Oct 17, 2017 at 9:46 amAnd now Pumpkin Spice Tools will be available year round in the garage.
Tool daddy says
Feb 26, 2019 at 8:40 amHaha that was funny
CT says
Oct 19, 2017 at 8:09 pmIs it really a Gearwrench if it has neither a gear nor a wrench?
ed ski says
Oct 19, 2017 at 10:58 pmI saw the green and black and thought, WERA.
My choice for cutters has always been Klein.
For drivers, its now Wera/Wiha.
For sockets, that is a toss up. Impact are now Tekton.
For wrenches though, I started with Craftsman and early GearWrench.
I still will turn to GearWrench for MM/SAE ratching. But I am learning that Craftsman wasn’t the only player (I had some MacTools while friends with a Mastermechanic that got me access to them…but they are overpriced and I don’t run a shop).
I’ve tried some Kobalt and Husky tools. Kobalt work fine and not a fail on use.
Rick C says
Nov 3, 2017 at 1:41 pmSimple and understated branding is better IMO.