Will the New Black and Decker Logo Elevate the Battered Brand?

Do think quality, reliability or durability when it comes to the Black and Decker brand? I don’t’ know about you but I don’t. I had a different option when I was a kid. Friends, family, everyone in the neighborhood owned Black and Decker products. It was a quality brand.

In Joseph Flaherty’s Wired article “Can Black + Decker’s New Brand Mend Its Tarnished Reputation?” he takes an in-depth look at where Black and Decker was, is and plans to be. He touch’s on how the brand was caught up in a major identity crisis. Realizing this, the company brought in Marc Hohmann, partner at brand consultancy Lippincott. Hohmann’s approach was thorough. With a little luck and a lot of work. Black and Decker has essentially reinvented itself. If they stick to their guns I think the new campaign could be successful. #brand #rebrand #logo #logodesign