"It's not a power tool brand anymore"

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?