Brand Guidelines Updates
(2010 UPDATES)

The following sections in the IRWIN Brand Guidelines have been updated and should be reviewed for changes, additions and/or deletions.

  • Culture traits and guiding principles
  • Brand strategy and positioning
  • Communication style
  • IRWIN Tools logo*
  • Photography
  • Fonts
  • Packaging
  • Merchandising
  • Advertising
  • Web design

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* The IRWIN Industrial Tools logo has changed to IRWIN Tools to ensure consumers understand IRWIN offers a wide assortment of professional-grade tools and not only industrial products.


Images and Assets

An assortment of pre-approved files have been provided, but please refer to the IRWIN brand standards to determine appropriate use. Contact Marketing Communications with any questions.

Click here for:


Jason Broadhead,
Creative Direction/Photography
(704) 987-7584

Scott Royle,
*Contact Scott for training webcasts (graphic designers only)
Image Database
Packaging and Merchandising
(704) 987-4755

Rob Handkammer,
Web Development
(704) 987-4464

Cheryl Mehrmann,
Other Marketing Related Questions
(704) 987-4624

Kevin Brong,
Packaging Engineering
(704) 987-4576

Associated Links

IRWIN brand and product communication will be transitioning throughout 2010. Communication with both the old and new look/logo will reside in the marketplace, together, for an undetermined amount of time. However, please begin to distribute updated literature and premiums and apparel (with the new IRWIN Tools logo), as they become available. Links to EPM Online (literature), HDS Marketing (premiums & apparel) and Lazer Inc. (image database) are provided for your convenience.


The IRWIN premiums and apparel store has been refreshed with many new items, and all have the new IRWIN Tools logo. Custom orders with the new logo are also available through this site, with a minimum order quantity. 

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Currently, the new IRWIN VISE-GRIP GrooveLock Commercialization brochure reflects the new look in the brand guidelines.  As more updated literature is added, we will add announcements to EPM Online, in the “Browse Catalog” link.

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Static product images are not changing, but expect to see updated in-use and environment photography over the next 3 to 4 months.  Please check this link often for dramatic, new IRWIN photography.

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