Retooling An Established Business’s Identity

Moving with the markets from rubber
to metal solutions

Acro Tool & Die is a family-owned machine shop established in 1951, at the height of the rubber industry in Akron, Ohio. Starting out as a tire mold component developer, they evolved with their markets into precision metal manufacturing.

Currently, they serve clients around the world, across many industries, from medical devices to aerospace, injection molding, and more.

Acro Tool & Die Recast As MetalCraft Solutions, Reflecting Their Modern Manufacturing Capabilities

While Acro’s services evolved over time, their branding did not. Acro realized they needed a brand overhaul to successfully expand into new markets and communicate their modern manufacturing capabilities.

After our discovery sessions with Acro’s team, we proposed a comprehensive brand and business identity system including a new name and logo, with consulting on their website design.

A specifically broad name to encompass the span of services

We started with the name: Acro Tool & Die. It no longer matched their span of services. They needed a name that spoke to their ability to provide precision metal solutions for a wide range of industries.

“Tool & Die” was too narrow, and “Acro” didn’t convey what they offered. After brainstorming and deliberating, our team landed on MetalCraft Solutions.

It was important that we nod to our client’s role as a problem solver. Then we developed a new logo with a clean, centered font below a green labyrinthine M, representing the intricacy of their work.

The new name and logo brought their brand in line with their services.

We then developed brand identity standards so everyone at MetalCraft Solutions would know how to use their new brand identity. Previously, Acro didn’t have brand identity standards, and there were a number of logos floating around.

No one was sure which was the right one. Our brand identity standards are designed to prevent any similar confusion in the future.

We needed an identity that better aligned with our growing markets.

Metalcraft Solutions

Aligning the brand with the company’s capabilities

We were able to deliver MetalCraft Solutions a brand image to match the quality of work they do and the global reach they have. They love the work we did.

In fact, their new website reads, “We didn’t want to box ourselves in—we needed an identity that better aligned with our growing markets and represented our broad capabilities. After much deliberation, our team agreed on MetalCraft Solutions, a name that speaks to our advanced offerings and reflects our traditional principles.”

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