Ariens Company, now referred to as AriensCo, has launched refreshed corporate branding.

In a statement the company said the new identity "celebrates its portfolio of global brands, building upon and protecting the company’s reputation, while separating its corporate efforts from its product brands." They go on to say of the logo that it personifies their "premium global presence while establishing the corporate enterprise with an identity of its own."

The re-branding also helps to differentiate between the corporate brand and product brands, specifically the Ariens® brand. Sometimes confused due to their shared name, colour 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 updated styling also uses textural images of distressed copper, concrete and steel that symbolise the company’s manufacturing heritage.

In operation since 1933, AriensCo began in rural Wisconsin when Henry Ariens and his three sons developed the first American-made rotary tiller. In 1960, the company manufactured its first snow blower, the Ariens Sno-Thro®.

Since then, AriensCo has ceated a portfolio of brands including Ariens®, Gravely®, Countax® and Westwood®. AriensCo has its UK and EMEAA headquarters based in Oxfordshire.