USA. Cross has unveiled a new brand identity – with a contemporary look and updated products – which will be officially launched at the TFWA World Exhibition in Cannes next month (Stand: Red Village L20).
The relaunch aims to position Cross as a leading American luxury brand and, according to the company, reflects both the company’s history and its vision for the future. New Cross colours are gold and black while its brand symbol is a lion.
Global Chief Marketing Officer A.T. Cross Magnus Jonsson said: “We are introducing a modernised version of the Cross brand, staying true to its brand roots, historic legacy and the identifiable iconography of its origins. The new gold and black colours pay tribute to the brand’s historic past, while the modernised brand symbol, the determined Cross lion, reflects both the original brand symbol and the spirit and attitude of our core consumer.
Singer-songwriter Cris Cab is one of several artists featured in the Cross campaign |
“Pairing this essence with innovative new products like the Townsend Electronic Stylus and a global advertising campaign that celebrates our consumer, we find a complete effort to reintroduce Cross as the apex of usable American luxury.”
Updated Cross models include the Classic Century, Century II, Townsend and Peerless.
The relaunch is backed by an advertising campaign featuring selected artists and entrepreneurs including Peter Thum, social entrepreneur and founder of Ethos Water and Fonderie 47; Kate Davis, a multi-instrumentalist and singer-songwriter who was named one of MTV’s “˜15 Fresh Females Who Will Rule Pop’; singer-songwriter and Cris Cab and Ōyama Enrico Isamu Letter, a noted artist and essayist.
Jonsson added: “The rebranding reflects the evolution of the company as well as its vision for the future. By incorporating the voice of artists, innovators and entrepreneurs into our key messages, Cross looks to position its iconic, fine writing instruments as not only usable luxury, but as a direct inspiration for thought leaders and their pursuit of greatness.”
The company says it will update all travel retail fixtures within the coming weeks. “The updated self-serve fixture combines all the benefits of the previous one mixing several product categories, each generating revenue without cannibalising the others. It also introduces five luxury items in a closed shelf and allows expansion for new categories like small leather goods. This fixture conveys our new identity taking in consideration the specificities of travel retail,” Cross stated.
The Cross relaunch is backed by a global advertising campaign featuring artists and entrepreneurs |