Wooster | Branding

Wooster Brush is an industry leader in a wide variety of paint applicator products for professionals and DIY enthusiasts. With a heritage dating back to the early 1850s, the Wooster brand represents unwavering quality, durability, innovation and value for painters of all skill levels. 

Wooster engaged Array to breathe new energy into their dated logomark. But what we also found was a need for updated positioning to truly represent who they are and what they do, not only for their customers, but also for employees and the Wooster community.

After surveying customers and Wooster team members, we discovered a component of pride. Customer pride in a job well done and manufacturing pride in producing a well-made, lasting Wooster product. The slogan, We Take Pride in Your Results, was created to better communicate their commitment to results and the needs of their customers. In every aspect of their organization, Wooster will work tirelessly to deliver on that promise.  

For their brand refresh, Array updated the logo font to have more personality while also incorporating a stylistic brush icon into the letter “T” with a perfect 45º bristle angle. The previous mark had a restrictive red bounding box that made using and scaling the logo difficult. Array recommended removing the box and fully committing to owning the red color by using it consistently and prominently throughout their marketing efforts, including on packaging, trade show, merchandising and social media.

Wooster Product Images

Array uses a systematic approach to creativity, which, in my opinion, is very rare in this space.

Ben Maibach, President - The Wooster Brush Company