The start of a new year often means a brand new look. For BLACK+DECKER, 2014 is starting with the launch of a new global brand identity.
The mainstay in the tool business for more than 100 years is giving a redesigned look to its power tools, outdoor power equipment and home products.
Everything we do will be focused on giving people the products, the know how and the support to get their job done.
For some products, that means no more black and bright orange logo, but softer shades of gray and blue.
Also gone is the ampersand: Now the BLACK+DECKER name will be connected with a plus sign.
BLACK+DECKER’s signature orange and black isn’t gone completely. It still can be found on some of the brand’s tools as well as on its the redesigned product packaging. The logo is encased in a box now with rounded corners, providing what could be seen as a softer identity. These small design touches could help BLACK+DECKER reach the ever-burgeoning group of DIYers: women.
“The new identity modernizes one of the most recognizable brands in the world through a simplified and focused redesign,” a press release states.