Logo and identity designed by Marc Hohmann
Stanley is a much loved, iconic American hand tools brand with a strong history of delivering innovation and reliability.
With the range of Stanley products expanding into healthcare and security, the brand needed to move away from its exclusively industrial position to a broader value proposition without losing fundamental brand belief.
With a new brand story and tagline “Performace in action” the Stanley brand was strategically and visually evolved to be more agile, dynamic and dimensional. Core equity elements such as the monotone yellow color pallette were carefully identified and elevated for maximum impact.
The Stanley brand evolution is generally considered one of the most successful in the industrial tools space and was exceptionally well received throughout.
Agency: Lippincott