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.
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.
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.