BLACK+DECKER reveals new global brand identity

New identity aims to modernise one of the most recognisable brands in the world.
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BLACK+DECKER has introduced a new global brand identity for its consumer branded power tools, outdoor power equipment and home products.

The new identity modernises one of the most recognisable brands in the world through a simplified and focused redesign.

The new 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 brand essence, ‘Powering People’.

“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.”

Beanstalk is BLACK+DECKER's exclusive licensing agency and has been managing the licensing programme globally since 2010. There are currently 24 licensees across the globe covering a range of products including home appliances, garden tools and home storage.

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