Now more than 20 years old, the eponymous Crane Brothers brand continues to reinvent and disrupt traditional tailoring.

Recent developments include creating a ‘Made in Italy’ bespoke tailor offering and launching a more casual work look for professional men, including casual blazers, coats, chinos and sneakers.

It was time to take a look at the brand to make sure it would allow Crane Brothers to pursue this new growth while reinforcing its heritage brand and communicating its values, craftsmanship and quality to a specific and discerning audience while giving it room to flex and deliver new initiatives in a more casual space.

Crane Brothers Founder Murray Crane tasked Voice with refining and evolving the existing logotype into a more timeless and enduring marque. Voice worked with typographers to develop hand-crafted, bespoke letter forms for the new logotype. The understated elegance and classic proportions of the new logotype speak to the heritage of the Crane Brothers brand and the premium, bespoke nature of the company – timeless, balanced and classic.

The new brandmark has been paired with two different taglines: ‘Made in Italy’ alongside a new category, ‘Contemporary Tailoring’.