Key Principles
Motion
Stanley Black & Decker is the driving force behind those shaping and reshaping our world through hard work and inspiration. Our imagery conveys that sense of forward momentum by maintaining a focus on our end users, employees and makers in motion. Working. Making. Doing.
Key Principles
Innovation
As the world and technology change, we’re creating the tools and solutions consumers need to keep making the world. We’re building the future, and it’s important that we tell that story to elevate perceptions of our brand.
Key Principles
Collaboration
It takes more than one person to make the world. It takes collaboration. That is why we feature group shots and teamwork in our photography whenever possible. These images are candid and genuine. Showing people engaging with each other, talking, working, or laughing together.
Key Principles
Craft
The makers of the world, including our manufacturing workers and consumers, care about their craft. That attention to detail is reflected in our imagery. The subject’s facial features and body language should be engaged and inspired by their work.
Key Principles
Diversity
We are a diverse group of people who are connected by the drive to shape and reshape the world. We embrace and celebrate the diversity of all those who touch our brands.
Key Principles
Globalization
As as global company, highlighting the rich details and uniqueness of cultures around the world can help bring our brand to life. Focus on visual cues that communicate large-scale industry or social responsibility.
The coloring of our imagery helps maintain a sense of consistency and harmony for our brand.
It is fresh, bright and contemporary. Subtly desaturated hues with a cooling tint provide a neutral palette against our bold Stanley Black & Decker Yellow.
Use single pops of color in imagery such as yellow, red or orange. These colors correspond with our brand and industry.
A few simple adjustments in Photoshop may be made to make photography consistent, especially when working with stock imagery.
Each photo will have different adjustments based on how it was shot, but the example on the right shows a before and after of the subtle adjustments made to slightly desaturate and cool the image to look more consistent with the images above.
Our subjects are naturally and brightly lit to create a sense of authenticity.
Some environments, such as workshops or factories may be naturally dark. By lighting and highlighting the person, these settings provide contrast and rich tones that can enhance the authenticity of each image.
Our imagery is composed to focus on the person or people first.
The environment, shallow depth of field and creative framing can help tell the story and build connections between people, the work they do and Stanley Black & Decker products and services.
Corporate Headshots
Corporate employee headshots are photographed on a clean white background to ensure consistency with with the light, modern design of the Stanley Black & Decker brand.
The subject is well lit from multiple angles to avoid harsh shadows.
They should wear business attire devoid of bold prints or patterns.
NOTE: Images are examples from Getty Images not actual portraits of employees.
Products
Photography featuring our products may vary per brand, as they should also reflect the individuality of the brands themselves.
When highlighting the breadth of products Stanley Black & Decker produces, it is best to present them as individual products silhouetted like the examples at right.
These could be used in general recruitment campaigns, our website or internal presentations.
When highlighting a particular brand, situational photography is used like those at the bottom. These photos will come from each of the brands.
Filmed in a documentary style, these films capture the essence of Stanley Black & Decker’s purpose.
They are made from a combination of filmed interviews with location and lifestyle cutaways.
Featuring a single hero, these are socially aware global stories from a personal point of view—the interviewee describes how their work benefits and impacts society.
Our imagery principles should also be highlighted in these videos: motion, collaboration, craft, diversity and globalization.
These films are essential to bringing marketing strategies, concepts and messaging to life.
They evoke emotion and tell the story in an engaging, entertaining and informative way while amplifying Stanley Black & Decker’s purpose. They should be concepted, storyboarded and executed at the highest level of production.
Each corporate promotional and anthem video has a strong, dynamic and cohesive signature ‘look.’
Important considerations are the varied subject matters and locations in which we will film such as hospitals, factories and offices.
As well as having high production values, the library of footage should also incorporate engaging film techniques such as slow-motion and time-lapses. These techniques enhance the signature look of our films.
Our corporate films should move the action into the center third, either vertically or horizontally, to create a more symmetrical and graphical look. When filmed from particular angles and with constant movement, either from the camera or from the subject, all footage will edit and flow together seamlessly, regardless of where or when it is shot.
These videos convey the sense of forward momentum by maintaining a focus on our end users, our corporate team and manufacturing workers in motion, working, making and doing.
Classic photography composition generally assumes the rule of thirds – placing the subject of the picture where the lines cross, usually a third of the way from the top, bottom, left or right.
e.g., Sunrise left to right time-lapse. The framing and movement will edit with any left to right tracking shot of a factory, or a hospital, or an office, etc... Added post blur to help accentuate the center third concept.
Examples of camera positions in a factory setup to show wide and close-up keeping the action in the center third of the frame.
1. Wide Top Shot
Static camera if subject has movement or tracking shot if subject is stationary.
2. Close Up Tracking Shot
Camera tracking left to right.
Factory Setup Examples Using Horizontal Thirds
1. Reposition camera further back and track left to right.
2. Overhead camera tracking left to right.
3. Allow foreground to occupy lower third and track center action left to right.
Examples Using the Center and Vertical Thirds
1. Reposition camera for vertical center third.
2. Center track and time-lapse.
3. Center track and time-lapse in an office environment.
Transitions must be clean and professional, avoiding excessive effects that distract from the message. The signature Yellow and Black palette should be consistently applied with typography and graphics adhering to brand guidelines. All animations must maintain a high – quality, polished appearance that aligns with Stanley Black & Decker reputation for excellence.
