Lippincott created Black+Decker’s new brand identity introduced today to provide the power tool institution a modern, simple, clean yet powerful logo.
The 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.
Abandon traditional content plans focused on a linear buyer progression and instead embrace a consumer journey where no matter which direction they travel, they get what they need, stressed marketing pro Ashley Faus during O'Dwyer's webinar Apr. 2.
Freelance marketers and the companies that hire them are both satisfied with the current work arrangements they have and anticipate the volume of freelance opportunities to increase in the future, according to new data on the growing freelance marketing economy.
Home Depot's new attempt to occupy two market positions at once will require careful positioning strategy and execution to make it work.
Verizon snags Peloton Interactive chief marketing officer Leslie Berland as its new CMO, effective Jan. 9. Berland succeeds Diego Scotti, who left Verizon earlier this year. 
Norm de Greve, who has been CMO at CVS Health since 2015, is taking the top marketing job at General Motors, effective July 31.
Have a comment? Send it to 
No comments have been submitted for this story yet.