Stanley New Brand Logo

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Stanley Black and Decker New Brand Identity

Stanley Black & Decker introduced a new brand identity for its STANLEY branded products, services and businesses, modernizing one of the most recognizable brands in the world. The new brand identity exemplifies the STANLEY 170-year reputation for innovation, quality and performance.

Lippincott, a global brand strategy and design consultancy, worked extensively with STANLEY employees, customers, end-users, and other key stakeholders to research, encapsulate and distill the STANLEY brand essence. To translate the new brand positioning "Performance in Action" into its subsequent visual identity, Lippincott sought to balance STANLEY's rich heritage while signaling its ever-expanding product and service portfolio.

For the logo that meant a more dynamic gesture by freeing the STANLEY name from the holding shape while maintaining the "notch" concept by applying an angular cut to the letter "N' in the center of the word. The resulting shape is an upward arrow-like triangle that speaks to the concept of "Action," given the simplicity of the triangle that is developed with a single cut. In the spirit of building on STANLEY's brand equity, the logo maintains its signature yellow and black palette.