Comprehensive Identity Programs





Creative Director

Marc Hohmann


Marc Hohmann, Sam Ayling, Imri Larsen


Steve Lawrence, Amit Sabharwal, Benjamin Grant


Brendan deVallance


David Arky Photography, Stanley, Lippincott


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


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.

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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