New brand ID for Black & Decker

TOWSON, Md. — Stanley Black & Decker has launched a new brand identity for its Black & Decker consumer power tools, outdoor power equipment, and home products. The new identity, which replaces the ampersand with a plus sign using black, orange, and vermillion colours, aims to modernize the brand through a “simplified and focused redesign.” It will begin to transition at retail and into marketing efforts over the course of this year. Branding strategy consultants Lippincott worked with the manufacturer to develop the final form of the design. Here is the new logo and packaging:

newbdlogo banddnewpackage