Unifying a global brand

Stanley Engineered Fastening, a division of Stanley Black & Decker, is a global leader in precision fastening and assembly tools. After several decades’ worth of mergers and acquisitions, the Stanley Engineered Fastening brand landscape was cluttered with dozens of names and logos that diluted the identity of each strategic brand.

In our discovery sessions with SEF, we learned just how much goes into fastening technology — so much so, that it fueled a design idea that creates a visual through-line for each SEF brand, which we call “The Connector.” We developed a strategy to form a tighter family of strategic brands, allowing each to shine in their individual market sectors while maintaining SEF’s visual identity. With new logos and an ownable visual element in hand, we refreshed every piece of collateral for SEF and its brands, from sales tools and signage to product packaging and displays. It all came together in a 160-page book, spelling out new global brand standards and guidelines to propel Stanley Engineered Fastening into its second century.