January 13, 2014, Towson, U.S., – Today BLACK+DECKER introduced a new global brand identity for its consumer branded power tools, outdoor power equipment, and home products. The new identity modernizes one of the most recognizable brands in the world through a simplified and focused redesign. With a heritage of more than 100 years as one of the most trusted brands in the world, the new BLACK+DECKER identity builds on that trust of providing innovative and reliable products while also providing consumers a meaningful, emotional and empowering experience for the home.

Lippincott, a global brand strategy and design consultancy, worked extensively with BLACK+DECKER employees, customers, end-users and other key stakeholders to research, encapsulate and distill the BLACK+DECKER brand essence, ‘Powering People’. Together, BLACK+DECKER will help transform the place you live into your home.

“Over the years BLACK+DECKER has consistently provided consumers with innovative, affordable, and quality products. As a result of this, the brand is deeply entrenched in and around the home,” said Frank DeSantis, Director of Brand Marketing. “The BLACK+DECKER brand extends beyond product features and product innovation, it is about being honest, intuitive, involved and thoughtful. Everything we do will be focused on giving people the products, the knowhow and the support to get their job done.”

The new BLACK+DECKER logo was designed to be simple, clean and powerful. To build on its position as a strong global brand, BLACK+DECKER will launch new products and marketing campaigns to modernize the brand, as well as engage with its customers through a strong home-living experience, showing why the brand is welcome into homes around the world and the difference it can make every day.

About Stanley Black & Decker

Stanley Black & Decker, an S&P 500 company, is a diversified global provider of hand tools, power tools and related accessories, mechanical access solutions and electronic security solutions, healthcare solutions, engineered fastening systems, and more.