Jan 21, 2014 6:30 AM

Gallery: Can Black + Decker's New Brand Mend Its Tarnished Reputation?

"Photos by" Lippincott
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According to branding firm Lippincott, "Black & Decker is not about power and strength—it's about being clever and innovative."
"Photos by" Lippincott
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Aesthetically, the designers didn't look for inspiration at mechanic shops and job sites and instead locked onto design-focused, yet understated brands like Uniqlo and Ikea.

"Photos by" Lippincott
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Black & Decker still leverages technology, for instance its newest cordless drill features a gyroscope to help it balance, but that's the kind of innovation prized by those who do their work on an iPhone, not surrounded by I-beams.
"Photos by" Lippincott
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"At stores like Home Depot, if you pin a blank sheet of paper to a shelf, it sticks out like a sore thumb, and that was our main attraction to this design," says Hohmann.

"Photos by" Lippincott
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Changing the colors of the new logo allow it to work equally well on garden tools and home goods; the simple lines of the mark can be printed, etched, stamped, or varnished onto almost any kind of tool.

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