01 February 2010
LOGO UPDATE FOR IRWIN

IRWIN, manufacturer and distributer of professional grade hand tools and power tool accessories has unveiled an update to its corporate name and logo. It will now be known as IRWIN Tools.

IRWIN Industrial Tools was created when the business converted from American Tool Companies (ATC) back in July 2003. The objective of this change was to develop a clearer brand message - repositioning the category-leading ATC brands including VISE-GRIP®, QUICK-GRIP®, Jack®, Joran®, Speedbor®, Record®, Marathon® and Strait-Line® to be sub-brands of IRWIN.

IRWIN's major brand investment is its naming rights sponsorship of #4 Stone Brothers Racing Ford Falcon of Alex Davison in the V8 Supercar Championship Series. The new IRWIN Tools logo was unveiled as part of the IRWIN Racing launch and will be seen on race tracks in Australia, New Zealand, Abu Dhabi and Bahrain.

In addition to the announcement of the new logo, 2010 is set to be a big year for IRWIN Tools with a number of major new products being released. The two key product launches in the first quarter of the year are:

- IRWIN Joran Speedhammer Power SDS Masonry Drill Bits. 2X longer life when drilling through reinforced concrete. Now in stores.

- IRWIN Vise-Grip Pliers. Full range of traditional pliers featuring the innovative new Groovelock™ quick adjusting tongue and groove pliers and a 1000V insulated range. In stores from March.

The IRWIN brand has a long history of innovation – dating back to 1885, with the development of the first IRWIN Auger Bit, and progressing with the introduction of Vise-Grip Locking Tools, SPEEDBOR Flat Bits, MARATHON Saw Blades, and QUICK-GRIP Bar Clamps, IRWIN has been at the forefront of the industry, creating superior tools for the professional tradesman.

This impressive track record of new product development is born from the passion for understanding the needs of the primary user - the professional tradesman.

Nick Prichard, Managing Director for IRWIN Tools Asia Pacific Quotes:

"This change simplifies our message and better reflects our ever-developing range of professional hand tools and power tool accessories. Even though the new logo is only a minor adjustment to the current version, it really modernises the look of the brand and allows us to get standardisation across the globe. All regions of the world will transition to this new look in 2010 and this will really help us with consistency while giving the IRWIN Tools logo a fresh new look. Thanks to our V8 Supercar program with Alex Davison and Stone Brothers Racing we can really promote the new logo to the public. Like Alex and the SBR team, here at IRWIN we share a passion for success and quality in everything we do. The logo really kicks off an exciting year for IRWIN with some significant new product launches."

Irwin Tools Logo

2010 IRWIN Racing Ford