Crayola Brightens a Brand

Binney & Smith has always been known as the maker of the country's favorite crayon. Now they're letting their most popular name do the talking for them

Standing outside Binney & Smith's Easton (Penn.) headquarters on Jan. 18, chief executive Mark Schwab stood beside a duo dressed in blue and red crayon costumes and—"ta-da!"—slipped a cloth off of the corporation's new sign. Gone was the rather staid name that the company, now a subsidiary of Hallmark, has used for 104 years. In its place was a sign that read "Crayola."

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