Black + Decker is known for receiving the world’s first patent for a portable power tool. Today, it is well-known in the United States not only as a power tool manufacturer, but for offering “power tools, accessories, outdoor yard care equipment, home cleaning products, automotive and lighting products, hardware and other home improvements products”. Recently, Black + Decker introduced a new logo and identity featuring a new usage of their name and a range of new packaging, all designed by Lippincott.
“In 2013, Stanley Black & Decker engaged Lippincott to help redefine their brand. We outlined clear — and demanding — objectives for the brand strategy and design: the brand would need to be fundamentally human, to reflect BLACK + DECKER’s ability to transform a daunting task into a feeling of accomplishment. It would need to be simple, evoking a past and future of intuitive, human-centric design, while still being meaningfully different and modern.”
