Black + Decker Revamps its Brand

Power tool and home brand Black + Decker has debuted a new logo and brand identity to modernize its more than 100-year-old image.

The new logo was created in collaboration with the brand strategy and design consultancy Lippincott and includes a new motto–Powering People.

To build on its new positioning, Black + Decker plans to launch a series of new products and marketing campaigns this year.

Beanstalk is Black + Decker’s exclusive licensing agency. The brand currently has 24 licensees worldwide covering home appliances, garden tools and home storage.

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