AriensCo announces rebranding

Manufacturer of Ariens, Gravely brands has a new look
Rebranding aims to distinguish between corporate, product brands. (Photo: AriensCo)

Power equipment company Ariens Company announced on Thursday that it is rebranding as AriensCo to distinguish the corporate brand from its product brands, particularly Ariens, which produces zero-turn and walk-behind mowers and snow blowers.

[Related: Snow and ice management products for Winter 2018]

The rebranding includes a new color scheme and logo to set it apart from Ariens.

AriensCo also manufactures Gravely commercial mowers, among other power equipment brands.

“Traditionally confused due to their shared name, color palette and iconography, the new identity will prevent future confusion by establishing a neutral, versatile and high-end feel with the company’s core values as the focus,” the company said in a statement issued Thursday.

The Brillion, Wisconsin-based company started in 1933 with a rotary tiller. It started manufacturing snow blowers in 1960 with the Ariens Sno-Thro. Today, its offerings include UK brands Countax and Westwood, in addition to Ariens and Gravely.

[Related: Hickenlooper signs snow and ice bill]

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