Mayhew Tools announced in January that the company has unveiled new corporate and product line-specific brand identities.

The new brand roll out includes updating and evolving the Mayhew corporate mark and related brand elements to reflect the current strategic direction of the company, as well as creating a distinct, individual brand identity for its line of tools targeted toward automotive/construction professionals — titled Mayhew Pro — and a separate brand identity for its consumer-based line — titled Mayhew Select.

“Over the course of the last several years, Mayhew has made several strategic product line acquisitions, with the ultimate goal of expanding our overall offering to both the automotive/construction professional, as well as the general consumer,” said John Lawless, president and owner of Mayhew Tools. “This new brand logo and identity is in line with the growth and evolution of our company and will help to position Mayhew more clearly to our various key audiences.”

The brand update will be reflected in all Mayhew packaging, as well as its various corporate communications vehicles, including product packaging, literature, marketing vehicles, website, etc. Existing product inventory will remain in the market and over the course of the year will adapt the new brand ­direction along with new product offerings.

Mayhew Tools also announced that due to steady business growth, it has added a 33,000-square-foot addition to its ­corporate headquarters in Turners Falls, MA. Mayhew Tools is financing the addition with a $1.40 tax-exempt bond issued by MassDevelopment, the state’s finance and development ­authority, which works with businesses, financial institutions and communities to stimulate economic growth across the Commonwealth.

The expansion will allow the company to consolidate some operations of its business, which had previously been spread over several locations, to its Turners Falls-based facility.