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|Stanley Debuts New Brand Identity|
NEW BRITAIN, Conn.--(BUSINESS WIRE)--Jun. 5, 2013--
Stanley Debuts New Brand Identity (Photo: Business Wire)
“STANLEY® has undergone a tremendous transformation in the past 15 years,” said
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.
“Through our research and creative work with Lippincott, we were able to mine the common core of all of our STANLEY ® branded products and businesses,” said
The last time the company modified the STANLEY® logo was 1995, continuing an evolution that has progressed for nearly two centuries.
“In 170 years, we’ve had three basic logos,” said
High resolution images of these graphics may be found in the “Investors” section of the company’s website at www.stanleyblackanddecker.com.
Stanley Black & Decker