Stanley recently expanded into industries such as security, healthcare, and oilfield services, creating the need to make a statement about who it is today – much more than a brand just for hand tools. Our challenge was to preserve Stanley’s heritage as a reliable, high-quality product manufacturer, while elevating the brand into the ranks of the world’s leading multi-industrial companies.

Working closely with Stanley leadership, employees and customers reinforced our belief that the positioning and visual identity must signal evolution of a unified brand with business units connected by a single concept. Cohesion was achieved with “Performance in Action,” a brand essence focusing on the excellence inherent in every Stanley product, employee and business and was communicated through new positioning, tagline, architecture and messaging.

The new visual identity, grounded in Stanley’s heritage, simultaneously signals the brand’s new direction. The new logo frees the Stanley name while maintaining the "notch" with an angular cut to the letter N in the center of the word, resulting in an arrow-like triangle that echoes the concept of action. Finally, the logo maintains the signature Stanley yellow and black palette that is synonymous with the brand.