Ariens Company will change its corporate logo in an effort to distinguish the Ariens Company logo from the Ariens brand logo used to identify Ariens Sno-Thro products and Ariens lawn and garden products.
“We happen to have a brand name that is the same as our company name, but we also have many other strong brands within the company,” said Dan Ariens, president & CEO of Ariens Company. “This change will help provide clarity of communications within the channels where we sell the other brands. It will also allow us to further define and build the Ariens Company brand which provides a universal value proposition to all of the Ariens Company brands — that of a family-owned and operated company with a long and stable history in the outdoor power equipment business.”
The new script logo is based on an earlier logo from the 1960s in an effort to reinforce the longevity of the company history which dates back to 1933. The script font from the 1960s has been updated for a more current representation. The Ariens gear icon, which had been used in some form from the inception of the company through the 1960s, has also been updated and revived.
The new script logo will be used to represent company identity, while the current oval logo will be used to represent the Ariens product brands.