New Initiative Updates Black & Decker Brand

Stanley Black & Decker has introduced a new global brand identity for consumer branded home products, power tools and outdoor power equipment. The company asserted that the new identity, expressed in print as BLACK+DECKER, modernizes a highly recognized consumer brand through a simplified and focused redesign.

Stanley Black & Decker noted that the new brand identity would begin to transition at retail and into marketing efforts over the course of this year, according to the company.

Brand strategy and design consultant Lippincott worked extensively with the Stanley Black & Decker employees, customers, end-users and other key stakeholders to research and develop the BLACK+DECKER brand theme, “Powering People.”

The new BLACK+DECKER logo is simple in execution, the company stated, and designed to make a clean and powerful statement. In conjunction with the broader initiative, new products and marketing will reinforce the brand statement and engage customers, highlighting why the label is welcome into homes around the world and the difference it can make every day, Stanley Black & Decker related.

“The brand is deeply entrenched in and around the home,” said Frank DeSantis, director of brand marketing. “The BLACK+DECKER brand extends beyond product features and product innovation: It is about being honest, intuitive, involved and thoughtful. Everything we do will be focused on giving people the products, the knowhow and the support to get their job done.”