Stanley re-establishes identity with subtle re-branding

Stanley Black & Decker is trying a new logo on for size. Although it's still yellow and black and still spells "Stanley," it represents a new brand identity for the iconic tool brand and diverse industrial company. 

“Stanley has undergone a tremendous transformation in the past 15 years,” said John F. Lundgren, chairman and CEO. “The brand now participates in a vast array of markets, from health care and security to engineered fastening and oil pipeline services to hand tools and power tools. We wanted a logo that truly represented the size and scope of the brand.” 

The Stanley brand is 170 years old.

Working with global brand strategy and design consultancy Lippincott, the company came up with a new brand positioning that it describes as "Performance in Action."

The new logo is described as "more dynamic" and "an upward arrow-like triangle that speaks to the concept of 'action.' " 

“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 James M. Loree, president and chief operating officer. “That common thread is excellence in performance. Whether it is the tool a professional relies on, a security system that a school relies on or a pi