The American company Black & Decker is one of the world leaders in manufacturing power tools, with a history going back over 100 years. Since 2010 they have been a part of Stanley Black & Decker after they merged with their strongest competitor, Stanley Tools. Today, January 13, the company has unveiled a new visual identity, created by Lippincott. The consultancy has previously created the corporate identity for Stanley Black & Decker at the time of the merger and for Stanley Tools last year.
The identity should convey Black & Decker's "unique ability to transform a daunting task into a feeling of accomplishment", as expressed by the brand essence "Powering People". Lippincott's work has included redesign of everything from logo and packaging to the tools themselves. They aimed to put focus on the products themselves and have therefore stripped off all kinds of unnecessary decorations. The logo is described as "simple, clean and powerful".