CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK

DESIGN CREDITS

Creative Director

Marc Hohmann

Designers

Marc Hohmann, Sam Ayling, Imri Larsen

Strategists

Steve Lawrence, Amit Sabharwal, Benjamin Grant

Production

Brendan deVallance

Photographers

David Arky Photography, Stanley, Lippincott


TAGS

, , , , , , ,


LINKS

Lippincott
Stanley

STANLEY by LippincottSTANLEY by LippincottSTANLEY by LippincottSTANLEY by LippincottSTANLEY by LippincottSTANLEY by LippincottSTANLEY by LippincottSTANLEY by Lippincott

CLIENT

The flag­ship brand of the Stan­ley Black and Decker port­fo­lio, has been rec­og­nized as one of the lead­ing global hand tool man­u­fac­tur­ers for the past 170 years. In recent years, how­ever, the brand has dra­mat­i­cally grown into new indus­tries such as secu­rity, health­care, infra­struc­ture, and oil­field services.


BRIEF

To get the proper recog­ni­tion for its diver­sity and growth STANLEY needed to move beyond the com­mon per­cep­tion that it is a brand just for hand tools. The chal­lenge was to pre­serve STANLEY’s strong her­itage as a reli­able, high-quality, and trusted prod­uct man­u­fac­turer, while ele­vat­ing the brand into the ranks of the world’s lead­ing multi-industrial companies.


APPROACH

Our goal was to cre­ate a posi­tion­ing and a visual iden­tity that sig­nal the evo­lu­tion of an agile, uni­fied brand. Cohe­sion was achieved with Per­for­mance in Action, focus­ing on the excel­lence inher­ent in every STANLEY prod­uct, employee, and busi­ness, and was com­mu­ni­cated through new posi­tion­ing, archi­tec­ture, and mes­sag­ing guide­lines. The visual iden­tity is grounded in STANLEY’s her­itage, while simul­ta­ne­ously sig­nal­ing their new direc­tion. The logo frees the STANLEY name while main­tain­ing the notch con­cept and the sig­na­ture yel­low and black palette that is syn­ony­mous with the brand. The result­ing shape is an arrow-like tri­an­gle that speaks directly to the con­cept of action.

The new STANLEY brand posi­tion­ing and iden­tity work by Lip­pin­cott has helped realign this 170-year-old iconic brand with the new STANLEY range of busi­nesses, prod­ucts, and ser­vices. This brand is now more than great tools, it includes Secu­rity, Indus­trial, Health­care, Infra­struc­ture, and more. The Per­for­mance in Action posi­tion­ing, the new logo and iden­tity work have helped ener­gize our 48,000 employ­ees and has been well received by cus­tomers every­where. — Scott Ban­nell, Vice Pres­i­dent Cor­po­rate Brand Man­age­ment and Licens­ing at STANLEY

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