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In 2013, Stanley Black & Decker engaged us to help redefine their brand. We outlined clear — and demanding — objectives for the brand strategy and design: the brand would need to be fundamentally human, to reflect BLACK + DECKER’s ability to transform a daunting task into a feeling of accomplishment. It would need to be simple, while still being meaningfully different and modern. More tactically, the brand would need to be versatile enough to shape a cohesive end-to-end customer journey and explicit enough to bring unity to a broad product portfolio and visual system.
Together, these objectives defined a brand strategy that revolves around BLACK + DECKER’s legacy and future of empowering consumers all over the world to transform their homes, their communities, and their lives. Over the course of months, we worked with the BLACK + DECKER team to understand the business’ strategic trajectory, spending time with consumers around the globe. We studied design evolution to better understand the brand’s resonance with trends like post-hastism and the market's rediscovered demand for pure craftsmanship. Together, we iteratively defined a strategy and design that embraces the brand’s heritage, signals the brand’s future, and is a brand for today’s world.
The goal of the new positioning and visual identity was to represent the vast array of products that BLACK + DECKER offers. The logo aims to strike the perfect balance between all of the brands' categories: it maintains the signature masculine, orange black palette for power tools and outdoor products, but receives a softer and more elegant treatment for products used inside the home, using a white and grey color palette. The uppercase, stacked type is technical and sharp; the round edges of the holding shape are soft and flexible.