No matter where you live, what car you drive, what stores you shop at, or what building you work in, Stanley Black & Decker probably had a hand in making it work. And the brand keeps making it work, through products designed to make a big impact on your daily life.
But Stanley Black & Decker offers much more than tools. Two of its leading brands, Stanley and Black & Decker, had diversified into new industries like security, healthcare, infrastructure and oilfield services. That created the need for both brands to make a big new statement about who they are today.
We 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. 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
Having guided the powerhouse through the merger of Stanley Works and Black & Decker several years before, Lippincott was entrusted once again to redefine its two leading product brands, translating them for the Human Era.
Challenging assumptions 170 years in the making
While Stanley is an iconic brand, over time it had lost some of its focus and power. A staple on construction sites and homes, growth and expansion into new business lines had complicated the brand over the years. To younger generations, the brand didn’t hold the same influence that it once had.
The challenge was to find a way for Stanley to be known for more than hand tools, without compromising the brand’s strong heritage and innate value. We shifted the leadership’s focus to the excellence that is inherent in every Stanley product, employee and business. And we communicated the new direction through a dynamic visual and verbal expression, positioning, brand architecture and comprehensive messaging guidelines.
The new visual identity is grounded in Stanley’s rich heritage while signaling the brand’s new direction. The logo frees the Stanley name from its holding shape while maintaining the classic yellow and black palette universally synonymous with the brand.
Despite fears that the organization would struggle to embrace radical change, the new approach has been enthusiastically embraced. We harnessed local insights to strike a balance between global consistency and local flexibility. And by integrating strategy from the outset, we won the support of brand executives.
Balancing B+D’s power with a human touch
In 1910, S. Duncan Black and Alonzo G. Decker founded a made-to-order manufacturing company and, soon after, obtained the world’s first patent for a portable power tool. BLACK + DECKER’s original brand mark was based on the hexagonal nut, a universal fastener, that endures today, signaling industrial permanence in our fast and fleeting digital age. But though the logo remains, the brand has evolved from a product-centric industrial titan into something more.
We spent time with consumers across the globe as they struggled with the complexity of familiar household appliances and waxed nostalgic about their fathers’ power drill in its battered steel housing. We studied design evolution to better understand the brand’s resonance with key trends or with the market’s rediscovered demand for craftsmanship. And, we iteratively defined a strategy and design that embraced the brand’s heritage while signaling its innovative future.
The new brand strategy revolves around BLACK + DECKER’s ability to empower consumers all over the world with an expanding array of products. The logo strikes the perfect balance between the masculine orange and black palette for power tools and the softer white and gray for products used inside the home. And the technical uppercase, stacked type is balanced by the round edges of the holding shape.