MCR Safety Launches Fresh & Bold New Image

MCR Safety Launches Fresh & Bold New Image

MCR Safety, one of the country’s leading providers of personal protective equipment (PPE), recently announced a new brand identity that reflects the company’s corporate focus and mission for exceeding standards in the safety industry.

MCR Safety was born from the union of three of the industry’s strongest PPE brands – Memphis Glove, Crews Inc., and River City Protective Clothing. These three industrial safety companies bonded with a common goal of providing the safety gear with service that’s unmatched.

“When Memphis Glove, Crews and River City merged into the MCR brand, we effectively brought three of the industry’s leading brands under one roof, but we didn’t share a common identity” said Mitch Lewellen, CEO of MCR Safety. “Today we are unveiling a new, unified look that captures the true essence of all our brands.”

Lewellen continued, “Our new logo incorporates a common design element which appears in our pillar brands, illustrating how each is a part of the larger MCR Safety corporate brand.”

“We believe our new branding and marketing strategy will greatly enhance our distribution partners’ efforts in creating and sustaining brand awareness for our products. Of course, none of this is a substitute for great products and exceptional service as we strive to deliver every day,” according to Lewellen.

“Workers who wear our gear “man up” and work hard every day. We are committed to bringing our customers products that work as hard as they do,” said Larry Garner, MCR Safety’s Chief Marketing Officer. “Our rebranding efforts will endorse this work ethic with “Just Try to Outwork Us” in our advertising and packaging.”

In addition to the new brand logo, MCR Safety’s website, has been completely redesigned. The site is designed to provide easy-to-find product information for distributors as well as consumers.

About the new MCR Safety brand identity:
Mascot Icon:
The corporate identity as well as the identities for each of MCR Safety’s three pillar brands – Memphis Glove, Crews Inc, and River City Protective Clothing – all feature a common design element now. Max, our three-headed mascot is designed to be bold, edgy, and unique. The three heads represent each of MCR Safety’s individual pillar brands, beating with one heart. This new identity will resonate and be remembered by all that view it. Max is present in each of our logos signifying his constant presence as a guardian and protector of the people who wear our gear every day.

Tag line (Just try to outwork us.): Our employees, our products and our service are unmatched in the PPE industry and our new tagline reflects our commitment to being the best in the industry. It’s also a rallying cry to the workers who wear MCR Safety gear every day.

Corporate Language: In effort to better speak our consumer’s language and differentiate ourselves from the norm, our written material will be more bold and direct. We will vary the level of technical information to fit the specific media outlet or exposure. For example, advertising copy will be more of a call to action, fun, and consumer friendly while specification sheets will remain technical in nature. Gloves, Glasses, and Garments will be incorporated into each of our pillar brand names to better relate to consumers.

Corporate Name: The use of the descriptor line “An MCR Safety Brand” with each pillar logo helps clarify that Memphis Gloves, Crews Glasses and River City Garments are under the MCR Safety parent company umbrella.

Bold lettering: The bold lettering in the new logo represents a strong presence for our new identities.

Colors: Red is a powerful element in the safety industry. It commands attention. The shade, PMS 186 is bold, edgy and strong.


Get in touch for help and information

Our head office address:

9400 W 55th St, Merriam, KS 66203

Call for help:

(913) 428-2858