Proto Tools Brand Development
Helping re-develop an iconic tool brand and visual brand language
Re-developing the Brand
Researching Buyers and Users
Using the Insights
|Creating the Right Messaging and Visual Brand Language |
Our team assisted Proto Industrial Tools in redefining and simplifying their brand messaging, focusing on the core attributes that connected best with buyers and users. The Visual Brand Language was created using a collection of shapes, colors, textures, and icons that indicated extreme strength for industrial applications, safety awareness and American heritage to these viewers.
A system of usage was then developed for these unique visual elements to encourage consistency across all Proto Tools brand touch points including advertising, products, packaging, displays, etc. Lastly, their visual brand language system was documented in a VBL Guide book which gives guidance on how to incorporate Proto Tool’s VBL into all touch points and increases development efficiency.
|Logo Development Helps Recapture Proto Industrial Tool's Heritage |
From its early years through the 1970’s, Proto Industrial Tools had a very distinctive logo, but changed it several times during the ‘80’s, ‘90’s and ‘00’s. The newer versions of the logo lost much of its original heritage and distinction, making it less recognizable among tool manufacturers. Because their new product development cycles were very lengthy, multiple versions of legacy logos continued to be used.
Along with the new VBL, we proposed creating a new corporate logo. We wanted to draw on the long heritage Proto Tools had and we drew inspiration from the original Proto Tools logo in the new design. The logo also needed to represent industrial strength, so the silhouette of a steel “I” beam was added. The high visibility / high contrast color palette also was chosen to help communicate safety awareness.
|Implementing the VBL Across All Brand Development Touch Points |
While it will take many years to implement the new Proto Industrial Tools visual brand language across their thousands of products, the new VBL has been used throughout their marketing communications. The new logo was introduced in 2013 and the VBL Guide has since been integrated into company print advertising, social media campaigns, catalogs and corporate websites.
In addition to the VBL development, we've also worked with Proto Industrial Tools to design new trade show exhibits, new sales vehicles, innovation of several new products, as well as a new industrial safety program focused on reducing accidental injury from tools in the workplace.
"With legacy products dating back over 60 years, we knew that our brand needed an overhaul. Priority Designs helped guide us through the re-branding process in a way that really got to the core of our DNA as an industrial tools manufacturer. Throughout their process, Priority Designs’ work resonated with both our upper management and our users alike. It will take time to install the new Visual Brand Language into our long product development cycles, but we are certain that the framework Priority Designs helped us create will allow us flexibility to innovate while having the standards to maintain consistency."
Alan English, sr. brand manager – Proto Industrial Distribution - Stanley, Black & Decker.