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 www.stanleyblackanddecker.com. 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 atwww.stanleyblackanddecker.com. Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20130605006697/en/ Multimedia Available:http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50647392&lang=en Contact: Stanley Black & Decker Scott Bannell, 860-827-5075 Vice President, Corporate Brand Management email@example.com
Stanley Debuts New Brand Identity
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