Stanley Debuts New Brand Identity

  Stanley Debuts New Brand Identity

Business Wire

NEW BRITAIN, Conn. -- June 5, 2013

Stanley Black & Decker (NYSE:SWK) today introduced a new brand identity for
its STANLEY® branded products, services and businesses, modernizing one of the
most recognizable brands in the world. The new brand identity exemplifies the
STANLEY® 170-year reputation for innovation, quality and performance.

Stanley Debuts New Brand Identity (Photo: Business Wire)

Stanley Debuts New Brand Identity (Photo: Business Wire)

“STANLEY® has undergone a tremendous transformation in the past 15 years,”
said John F. Lundgren, Chairman & CEO. “The brand now participates in a vast
array of markets, from Healthcare 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.”

Lippincott, a global brand strategy and design consultancy, worked extensively
with STANLEY® employees, customers, end-users, and other key stakeholders to
research, encapsulate and distill the STANLEY® brand essence. To translate the
newbrand positioning "Performance in Action" into its subsequentvisual
identity, Lippincott sought to balance STANLEY’s rich heritagewhile signaling
its ever-expanding product and serviceportfolio. For the logo thatmeant a
more dynamic gesture by freeing the STANLEY ® name from the holding
shapewhile maintaining the "notch" concept by applying an angular cut tothe
letter "N' in the center of the word. The resulting shapeis an upward
arrow-like triangle that speaks to the concept of "Action,” given the
simplicity ofthe triangle that is developed with a single cut. In thespirit
ofbuilding on STANLEY’s brand equity, the logo maintains its signature yellow
andblack palette.

“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 & 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 pipeline service that an
industry relies on, STANLEY ® means performance.”

The last time the company modified the STANLEY® logo was 1995, continuing an
evolution that has progressed for nearly two centuries.

“In 170 years, we’ve had three basic logos,” said Scott Bannell, Vice
President of Corporate Brand Management. “I believe that this new logo has the
strength and power to carry us for decades to come.”

High resolution images of these graphics may be found in the “Investors”
section of the company’s website at

About Stanley Black & Decker

Stanley Black & Decker, anS&P500 company, is a diversified global provider
of hand tools, power tools and related accessories, mechanical access
solutions and electronic security solutions, healthcare solutions, engineered
fastening systems, and more. Learn more

Photos/Multimedia Gallery Available:



Stanley Black & Decker
Scott Bannell, 860-827-5075
Vice President, Corporate Brand Management
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