To get the proper recognition for its diversity and global growth, Stanley needed to move beyond the common perception that it is a brand just for hand tools. Our primary challenge was to preserve Stanley’s strong heritage as a reliable, high-quality, and trusted product manufacturer, while elevating the brand into the ranks of the world’s leading multi-industrial companies. Conversations with Stanley leadership, employees and customers around the world reinforced our belief that the brand positioning and its subsequent visual identity must signal the evolution of an agile, unified brand whose business units were connected by a single concept.

A new brand essence, “Performance in Action,” was developed, focusing on the excellence inherent in every Stanley product, employee, and business. This was communicated through new positioning, tagline, brand architecture, and messaging guidelines. The new visual identity, grounded in Stanley’s heritage, simultaneously signals the brand’s new direction. The new logo frees the Stanley name while maintaining the "notch" with an angular cut to the letter N in the center of the word, resulting in an arrow-like triangle that echoes the concept of action. Finally, the logo maintains the signature Stanley yellow and black palette that is synonymous with the brand.

The new identity was internationally praised by both critics and consumers for its modernization of the Stanley brand image. Upon its unveiling, it had an unprecedented positive impact on Stanley’s investors and instantaneously helped to unite the different offerings and services.