Staying A Notch Above
Stanley Black & Decker has debuted a new identity for its Stanley branded businesses and products. Developed in partnership with Lippincott, the visual identity reflects the brand’s 170-year heritage while signaling a transformation into a diverse and modern brand. The new logo is more dynamic; it frees the Stanley name from its holding
shape, yet maintains the “notch” concept with an angular cut to the letter ‘N’ in the center of the word. The resulting shape is an upward arrow-like triangle that speaks directly to this concept of “action.” Finally, the logo maintains the signature Stanley yellow and black palette that is synonymous with the brand.
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