Logo and identity designed by Marc Hohmann
Black+Decker is an iconic American brand. However, in 2013 its value was diminished based on over-licensing of product, a story about “power tools” in diverse categories such as cleaning and small domestic appliances.
The brand story was moved from one focused on power tools to a brand “around the home” for everyone on par with Volkswagen, Ikea or Uniqlo. The product line was drastically reduced to a focused offering that was unified throughout categories. The graphic expression changed to a simple logotype that can be universally applied without the need of a separate visual system.
Based on this revolutionary re-branding of B+D, the brand enjoyed a hugely successful rebirth in 2015 and has moved from bottom shelf to top shelf in weeks.
Agency: Lippincott