When well-known companies redesign their logos, it often sparks heated debates among designers. While Yahoo’s recent logo relaunch was met with a collective “meh” and a small controversy about whether the intern really nailed it, creatives seemingly had much more to say about the updated Pandora logo.
Now Black + Decker joins the slew of companies that are updating their identities in the marketplace. To help ensure its revived look was met with enthusiasm, Black + Decker turned to brand agency Lippincott to design a new logo, along with an updated brand identity, packaging and a product design. The goal was to give Black + Decker a clean, timeless look that took the decorative elements down a notch and emulated the versatility of the brand. The result is a wholly modernized look.
The new Black + Decker logo and brand design is meant to enforce the company’s “powering people” mission. Lippincott worked with the company, including its employees and stakeholders, as well as customers and end-users to research what “powering people” meant. The design firm used this information to help create an identity that would pack a punch and really connect with people. Frank DeSantis, director of brand marketing, explained the ways Black + Decker products have been a household staple and why it was important to recall this tradition in the updated branding:
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. 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.
What do you think of the new Black + Decker logo and brand identity? Would you have taken a similar approach? Let us know in the comments section.
Think you can create a better logo for an established brand like Black + Decker? Give it a shot and then get your design in front of the people who love logos as much as you do. The 2014 HOW Promotion Design Awards are the perfect place to show off your designs. The early bird deadline is coming up, so enter today!