Wired discusses Black & Decker’s attempt to reinvent itself.
At one time, Black & Decker was one of the premier power tool brands in the U.S. but its brand image has been diluted in recent years. Basically, it is no longer perceived as a brand for people who are serious about their tools. You won't find many Black & Decker tools at your friendly neighborhood construction site.
The company’s answer is a logo re-design. The new logo is intended to suggest cleverness and innovation as opposed to power.
We like the logo’s visual appeal; it is clean and simple. But will this solve the deeper challenges facing the brand?