Black & Decker recently announced that they will be refreshing and modernizing their brand identity and the look of their products.
With a heritage of more than 100 years as one of the most trusted brands in the world, the new BLACK+DECKER identity builds on that trust of providing innovative and reliable products while also providing consumers a meaningful, emotional and empowering experience for the home.
Personally, I’m fond of their Platinum-series styling, but it will be a few months until we start to see all of the changes involved with the branding refresh. As for the new logo – I don’t quite like it.
Here’s what it looks like on a box:
To help illustrate their new brand identity changes, Black & Decker included a few product images with their press release, including two that clear up what their AutoSense drill/driver technology is all about.
Back in July, Black & Decker filed a trademark application for AutoSense (serial 86013511), and since then I have wondered what it is this new technology could do.
The trademark application mentions power tools, namely drills, drill drivers, screwdrivers and impact drivers…, which had me wondering if this AutoSense technology was a new kind of clutch.
And… it turns out I guessed correctly.
According to the box art, the 20V cordless drill has a sort of electronic clutch control that allows you to drive screws flush with work surfaces. The drill looks to have push-button controls for selecting between full power (for drilling) and AutoSense (for driving) modes.
In drive mode, drill automatically stops most screws flush in the material on the first try.
While you might be forgiven for dismissing this as a gimmicky DIYer tool feature at first, the AutoSense technology does have the potential to save a lot of time and effort when driving screws. Imagine driving a series of screws of different lengths without having to test clutch adjustments for each one!
In regard to the general look of the new drill, I’m on the fence. It looks like bright orange plastic is out, and two-tone orange and black is in.
More Info(via Brand Identity Press Release)