After basically looking the same since 1933, family owned and operated Schlitter Tool desired to differentiate themselves with a new brand identity. As manufacturers of precision cutting tools, it was important to communicate the nature of their product, as well as their family heritage. To convey the family side of their brand, a crest was chosen as the context, while two ‘cutting tool’ elements came together, revealed in both the positive and negative space, to create the memorable Schlitter ‘S’.