The new identity, which is set to roll out internationally, has been developed by Lippincott.
Lippincott was appointed to the work last year, having previously rebranded Black + Decker sister brand Stanley.
The consultancy says it aimed to focus on ‘less design – to ensure everything from the logo, to the packaging and even the hand vacs and power tools had less decoration and focused on the substance of the actual products’.
Lippincott says it aimed for the brand to feel ‘fundamentally human, to reflect Black + Decker’s ability to transform a daunting task into a feeling of accomplishment.’
It also wanted to create a brand that was ‘versatile enough to shape a cohesive end-to-end customer journey’.
The new identity sees the logo colour palette reduced to just black and orange, while a plus sign replaces the previous ampersand.
Lippincott says the identity is designed to be ‘simple, clean and powerful’.
A rounded holding aims to evoke previous Black + Decker product plaques.
Packaging and product branding has also been simplified to use the two-colour system.
Lippincott says it worked with Black + Decker employees, customers and other stakeholders to develop the brand proposition, which is based around ‘powering people’.
Black + Decker says it will build on the rebrand with new products and marketing campaigns that will aim to further modernise the brand.