Stanley is an American company that manufactures tools and hardware with a history that stretches back 170 years. Three years ago, it merged with Black & Decker to form Stanley Black & Decker, but the two brands are still used separately. This week, on June 5, the company introduced a new look for the Stanley brand, developed by Lippincott.
The logo has been cleaned up by removing the background plate, while making it identifiable by introducing a "cut" in the letter N. Stanley's brand positioning is summed up as "Performance in Action", and the cut is an expression of action, while echoing the "notch" concept in the old background plate. Other aspects of the brand identity preserve the equity built up in the black and yellow color scheme.
The process story as explained by Lippincott: "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."