CRP Automotive recently announced that it has developed and released a new brand identity campaign.

This campaign also includes an updated logo for the company’s AAE Steering System Components brand. With the new logo, the company seeks to more closely associate the brand as part of the CRP Automotive family. All AAE products will be given a complete branding update.

In the newly redesigned AAE logo, the stylized, lower-case AAE acronym is placed above the phrase “Steering Specialists”. The lowercase AAE design is aligned with the CRP Automotive brand whereas adding “Steering Specialists” ensures that customers are able to identify the product group. According to the company, the new identity campaign reflects the brand’s message—engineered in America, proven in America and re-made in America. The most important part of the theme is the AAE brand’s commitment to the highest quality as one of the CRP Automotive family’s brands. Besides the new logo, the rebranding includes a complete marketing toolkit that contains an array of marketing and communication elements.

Monika LaPrete, Marketing Communications Director at CRP Industries, made the announcement regarding the new logo and branding campaign.  “The redesign of the AAE identity was brought about to help further solidify the brand as a part of CRP Automotive. The decision to use the acronym ‘AAE’, as opposed to Atlantic Automotive Engineering, fits better with our corporate identity and showcases similar elements to the REIN brand, hence tying the brand to CRP Automotive and reinforcing its commitment to product development and innovation,” she said.