Black&Decker Black & Decker

Black&Decker Black & Decker

Black & Decker Corporation is the world's leading manufacturer of power tools and accessories and is the firm most responsible for shaping the post-World War II consumer power tool market. Black & Decker (B&D) is also a world leader in power lawn and garden tools, specialty mounting systems, glass container making equipment, steel golf shafts and security hardware (locks and locks).

The company is also the largest full-service supplier of small home appliances in North America. B&D products are sold in more than 100 countries and manufactured in factories located in 14 countries.

Tools for building a better planet:

• Power tools with body made from Eastman's Tritan™, renew with 50% certified recycled material**
• The range of cordless tools includes drill drivers, detail grinders, jigsaws and screwdrivers.
• Over the next three years, the company predicts it will divert more than 10 million* weight of single-use plastic bottles from oceans and landfills to produce the BLACK+DECKER reviva™ line.

BLACK+DECKER®, a Stanley Black & Decker (NYSE: SWK) brand that sets the standard for innovation and design in power tools, outdoor care equipment and home products, has announced its first retail launch. stage of the reviva™ power tool line. The Reviva™ line of tools is designed for do-it-yourselfers to complete do-it-yourself (DIY) projects. The new line is aimed at the environmentally conscious consumer as the body of each tool is made from 50% recycled material**. Reviva™ drill driver, detail grinder, jigsaw and screwdriver.

Black & Decker creates products for every part of your home.

Black & Decker becomes Black + Decker

The new identity, which will be rolled out internationally, was developed by Lippincott.

Lippincott was appointed to the job last year, having previously rebranded Black + Decker's sister brand Stanley.

The consultancy says it aimed to focus on "less design - ensuring that everything from the logo, to the packaging and even the hand vacs and power tools were less embellished and the focus was on the substance of the actual products".

Lippincott says he aimed for the brand to feel "quintessentially human, to reflect Black + Decker's ability to turn a daunting task into a sense of accomplishment."

He also wanted to create a brand that was "multifaceted enough to form a cohesive end-to-end customer journey."

The new identity sees the logo's color palette reduced to just black and orange, with a plus sign replacing the previous ampersand.

Lippincott says the identity is designed to be "simple, clean and strong."

The rounded grip is intended to evoke the boards of previous Black + Decker products.

Packaging and product branding have also been streamlined to use a two-color system.

Lippincott says he worked with Black + Decker employees, customers and other stakeholders to develop a brand proposition based on "people power."

Black + Decker says it will build on the rebrand with new products and marketing campaigns aimed at further modernizing the brand.