Black & Decker rebrands itself for 2014

The new Black + Decker logo.

Black & Decker has launched a new global brand identity for its consumer power tools, outdoor power equipment and home products, which will be phased into retail and marketing efforts over the course of the year.

“Over the years, Black & Decker has consistently provided consumers with innovative, affordable, and quality products," said director of brand marketing Frank DeSantis. "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.”

According to the company, the new branding reinforces the Black & Decker's reputation as a trusted brand that provides "a meaningful, emotional and empowering experience for the home;" in short, "Powering People."

Black & Decker worked closely with brand strategy and design consultancy Lippincott to help build a new identity revolving around this core message.

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