Black+Decker gets a makeover

Black+Decker’s consumer branded power tools, outdoor power equipment and home products are sporting a new look. The redesigned logo was designed to modernize the brand which has been around for more than 100 years.



Lippincott, a global brand strategy and design consultancy, worked with Black+Decker employees, customers, end-users and other key stakeholders to research, encapsulate and distill the Black+Decker brand essence, “Powering People.”



“Over the years Black+Decker has consistently provided consumers with innovative, affordable and quality products. As a result of this, the brand is deeply entrenched in and around the home,” said Frank DeSantis, director of brand marketing. “The Black+Decker brand extends beyond product features and product innovation, it is about being honest, intuitive, involved and thoughtful. Everything we do will be focused on giving people the products, the knowhow and the support to get their job done.”



Black+Decker will launch new products and marketing campaigns to modernize the brand and attract Millennials.