If the text 'Black+Decker' looks odd or strange to you, it's because you might be more accustomed to the traditional brand name 'Black & Decker' -- however the new spelling is part of a rebranding effort that also includes a new Black+Decker logo. The rebranding was envisioned by the New York City-based Lippincott agency, who also redesigned Black+Decker sister company Stanley's visual presence in 2013.
The new logo is considerably different from the old one, with the only holdover being the manner in which the text is stacked in two lines. However, the new typeface is more contemporary and sits inside a rounded-cornered box rather than a straight-edge one.
The new Black+Decker logo is a success in my book, as the orange and black contrast well while the overall appearance is softer and less harsh.
Power Tool Rebranding
The New Black+Decker Logo Includes a New Spelling and Modern Design
Trend Themes
1. Power Tool Rebranding - A trend towards rebranding power tool companies with modern designs and updated logos.
2. Contemporary Typeface - A trend towards using more contemporary and modern typefaces in brand logos for power tool companies.
3. Rounded-cornered Design - A trend towards using rounded-cornered designs in brand logos for power tool companies.
Industry Implications
1. Power Tool Industry - The power tool industry can take advantage of disruptive innovation opportunities by rebranding with modern designs and updated logos.
2. Graphic Design Industry - The graphic design industry can take advantage of disruptive innovation opportunities by creating contemporary and modern typefaces for power tool brand logos.
3. Packaging Industry - The packaging industry can take advantage of disruptive innovation opportunities by designing brand logos with rounded-cornered designs for power tool companies.