For over a century, Black & Decker utilized its iconic hexagon-shaped logo as a defining feature of its visual identity. In 2014, the brand transitioned to a simpler and more modern wordmark to reflect its evolving focus and specialization.

Origins and Evolution of the Logo

Black & Decker has seen numerous redesigns of its logo since its founding in 1910, consistently emphasizing the logotype as its centerpiece. Over the years, the company has experimented with different typefaces, colors, and arrangements, culminating in the minimalist and vibrant design introduced in 2014.

1910 – The 1930s

The original logo featured bold black capital letters with a stylish ampersand (“&”) that added an elegant touch to the massive, playful lettering. The unique shapes and curved edges of the characters made the logo stand out.

The 1930s – 1963

In the 1930s, Black & Decker adopted a more sophisticated look. The wordmark was rendered in a custom gray cursive font, with an extended tail on the letter "R." The tagline “Portable Electric Tools” in all capitals complemented the design. A geometric hexagonal emblem with a gray circle and a white “B&D” monogram was introduced, reinforcing the brand’s identity.

1963 – 1984

A major redesign in 1963 introduced a vibrant red palette. The hexagonal emblem was moved to the bottom of a vertically oriented red rectangle. The wordmark became bold and italicized, using a sans-serif font with soft, rounded edges, creating a sleek and modern impression for the time.

1984 – 2014

In 1984, Black & Decker embraced a minimalist black-and-orange color scheme. The logotype was refined to a bold sans-serif typeface, with all letters capitalized. The ampersand was simplified with lightweight lines. The orange hexagon emblem gained a dynamic look with a striped upper-right segment, symbolizing energy and innovation.

2014 – Present

The most recent redesign simplifies the logo further. The hexagon emblem was removed, and the company name was updated to a two-level orange wordmark with a “+” replacing the ampersand. The lettering is bold, capitalized, and evenly spaced, enclosed within a horizontally stretched rectangle with rounded corners. This clean and vibrant design aligns with modern branding trends while maintaining a connection to the brand's legacy.

Typeface

The pre-2014 logo utilized the Linotype Univers Com 620 Condensed Bold typeface, known for its strong and compact design. The updated logo uses a simpler, modern sans-serif font that enhances readability and balances the sleek new layout.

Color Palette

Black & Decker’s logo evolution has consistently embraced a mix of black, orange, and white. The orange hue, introduced in the 1984 design and retained in the 2014 update, symbolizes energy, enthusiasm, and innovation. This bright tone, paired with clean typography, ensures the brand stands out in a competitive marketplace.

Through its logo updates, Black & Decker has successfully modernized its image while honoring its heritage, reflecting both innovation and reliability.