Keson Introduces New Brand Logo
3rd Generation of Nosek family leads American tool manufacturer by drawing upon founder’s vision of respect and hard work while looking to the future with confidence
AURORA, IL and PHOENIX, AZ, November 8, 2010 – Keson Industries, a leading supplier and manufacturer of innovative, high-quality, measuring and marking tools, today introduced a new brand logo in front of more than 2,000 owners, operators and corporate executives at the 34th annual Specialty Tools & Fasteners Distributors Association (STAFDA) Convention and Tradeshow in Phoenix, A
The new logo and company tagline, Make Your Mark, were developed to reinforce the company’s relationship with the construction, surveying, and engineering markets, as well as with professionals that require precision measuring and marking instruments in their jobs, including those in archeology, athletic maintenance, automotive insurance estimating, carpentry, construction appraisal and estimating, golf course design, paving, irrigation, landscaping, mining and blasting, property insurance, roofing and traffic safety.
The logo features a distinctive orange arrow that forms part of the letter K in the company name. It is reflective of the arrow that carpenters use to mark a measurement where a cut should be made. It visually illustrates the new tag line in an effective manner.
Make Your Mark also hearkens back to the core principles upon which the company was founded:
- Be positive
- Work hard
- Respect others
- Have fun
- Act ethically
- Do good
- Leave your mark
The company has been run by the Nosek family since it was founded, and the company name is the founding family’s name spelled backwards. Reversing the name was done to remind the company’s leaders to always look back, to reflect on its history while striving for continued success.
“My grandfather and our company’s founder, Roy Nosek, often said to his co-workers and family members that if a job is worth doing, it’s worth doing right,” said Aaron Nosek, president, Keson Industries. “We know he wasn’t the first to say it, but he did teach us all what this powerful statement means through the way he lived his life and the way he ran our company. The introduction of our new Keson identity communicates a unified look to all our products and is a stronger symbol for current and future customers to associate Keson with its positive brand attributes.”
The new brand is the result of extensive research and testing by Keson owners, employees and suppliers during the past several months to identify internal and external perceptions of the brand and assess how well Keson delivered against current and perceived brand expectations and experiences. This input provided the basis and foundation for the development of a logo that symbolizes the refreshed strength and renewed style that represents Keson today.
The rebranding also features new marketing, including unified product packaging, and a renewed focus on building and delivering measuring and marking tools that its customers can trust. This ranges from the company’s popular line of measuring wheels to its chalk line reels, tape measures, and related products.
“We have counted on Keson tools for more than 20 years, because of their outstanding quality and tremendous customer service,” said Bill Disney, buyer, ABC Supply. “We only wish the company continued success, as they are truly invested in our success and making sure we get the job done right every time.”
American Surveyor – November 11, 2010
About Keson Industries
Keson Industries is a leading maker of measuring tools and devices. Since 1968, Keson has proudly served professionals in a wide array of industries, including archeology, athletic maintenance, automotive insurance estimating, carpentry, construction appraisal and estimating, golf course design, paving, irrigation, landscaping, land surveying, mining and blasting, property insurance, roofing and traffic safety. Keson products are made for people who are passionate about their work and getting it done right. For more information, go to www.keson.com.