Lippincott created Black+Decker’s new brand identity introduced today to provide the power tool institution a modern, simple, clean yet powerful logo.

black deckerThe design consultancy worked with B+D’s employees, customers and other stakeholders to capture the “brand essence” of “powering people.”

“The design approach was actually to focus on less design – to ensure everything from the logo, to the packaging to even the hand vacs and power tools had less decoration, and focused on the substance of the actual products,” Lippincott spokesperson Dori Busell told O’Dwyer’s.

“The brand strategy is focused on empowering consumers to transform their homes and make their lives easier,” she added.

The B+D brand extends beyond product features and product innovation, said a statement from Frank DeSantis, the company’s director of brand marketing. “It is about being honest, intuitive, involved and thoughtful.”

The more than 100-year-old company is based in Towson, MD.