Brand is a driver of business results


Transforming an iconic tool manufacturer into a
multi-industrial, global growth brand. 

Stanley, the flagship brand of the Stanley Black and Decker portfolio, has been recognized as one of the leading global hand tool manufacturers for the past 170 years. With its iconic products such as measuring tapes and utility knives, the brand is a staple on construction sites and in homes everywhere. In recent years, however, the brand has dramatically grown into new industries such as security, healthcare, infrastructure, and oilfield services, creating the need for Stanley to make a big new statement about who it is today.

The Story

To get the proper recognition for its diversity and global growth, Stanley needed to move beyond the common perception that it is a brand just for hand tools. Therefore, our primary challenge was to preserve Stanley’s strong heritage as a reliable, high-quality, and trusted product manufacturer, while elevating the brand into the ranks of the world’s leading multi-industrial companies.

Our strategy and design teams worked closely with Stanley leadership to decide the best direction for the brand. Conversations with Stanley employees and customers around the world reinforced our belief that the brand positioning and its subsequent visual identity must signal the evolution of an agile, unified brand whose business units were connected by a single concept. This cohesion was achieved with “Performance in action,” the new brand essence that focuses on the excellence that is inherent in every Stanley product, employee, and business. This vital new direction was communicated through the new positioning, tagline, brand architecture, and comprehensive messaging guidelines.

The new visual identity is grounded in Stanley’s rich heritage while simultaneously signaling the brand’s new direction. The new logo is more dynamic; it frees the Stanley name from its holding shape, yet maintains the "notch" concept with an angular cut to the letter "N' in the center of the word.  The resulting shape is an upward arrow-like triangle that speaks directly to this concept of "action.” Finally, the logo maintains the signature Stanley yellow and black palette that is universally synonymous with the brand.

We are honored to work with such a proven and dynamic brand, trusted by millions of customers around the world. With its revitalized positioning and refreshed identity, the future of Stanley is unlimited.

Client testimonial

“We truly looked to Lippincott as our strategic and creative partner as our company transformed the Stanley brand into the dynamic and diverse brand it is today. Based on this collaborative spirit and dedication to finding innovative solutions, our teams worked in harmony to usher Stanley into its new era while keeping the integrity of our heritage in tact.”

Scott Bannell, Vice President, Corporate Brand Management, Stanley

In the press

  • Q&A with Lippincott and Hartford Business Journal on Stanley’s New Brand

    • July 22, 2013

    Q&A discussing the rebranding of Stanley Black & Decker's flagship brand, Stanley, with Lippincott senior partner Steve Lawrence and partner Marc Hohmann.

  • Stanley nails it in Brand New’s UnderConsideration

    • June 11, 2013

    In 2010, Stanley and Black & Decker merged to form, well, Stanley Black & Decker and since then the Stanley brand has grown beyond tools into new industries like security, healthcare, infrastructure, and oilfield services. Looking to communicate the breadth of its offering and establish a unified brand, Stanley introduced last week a new logo and identity designed by Lippincott.

  • Lippincott in Retailing Today on Stanley re-establishing its identity through subtle re-branding

    • June 10, 2013

    Stanley Black & Decker is trying a new logo on for size. Although it's still yellow and black and still spells "Stanley," it represents a new brand identity for the iconic tool brand and diverse industrial company.

  • Senior Partner Steve Lawrence and Partner Marc Hohmann Featured in MediaPost on Stanley’s New Identity

    • June 10, 2013

    Stanley Tools has changed its look. The maker of consumer and commercial hand and power tools, and an array of commercial grade equipment in security, health care, petrochemicals and other fields, has adopted a more active logo, packaging system and brand direction. The purpose of the change is to bring forward a more active theme that incorporates both commercial and consumer brand aspects.

  • Lippincott Partners with Stanley to Reveal New Brand Identity

    • June 10, 2013

    Revitalized brand builds on heritage for global growth

    New York, NY (June 6, 2013) – Today, Stanley Black & Decker, debuted its new brand identity for its Stanley® branded businesses and products. In partnership with Lippincott, a global brand strategy and design firm, Stanley developed a new brand strategy and visual identity that would reflect its rich 170-year heritage of innovation, quality, and performance while signaling its transformation into the diverse and modern brand it is today.