Craftsman Logo PNG
The Craftsman logo is sturdy, strong, and reliable. It symbolizes the compactness and durability of the brand’s tools. The emblem is filled with harmony and order, which prevail in a home where the brand’s products are used.
Craftsman’s history is tied to Sears, Roebuck and Co., which sold tools through its mail-order catalog in the early 20th century under names such as Fulton, Dunlap, and Companion. In 1927, Arthur Barrows, head of the company’s hardware department, bought the Craftsman name from Marion-Craftsman Tool Company for $500. The trademark was registered on May 20, 1927.
Sears did not build its own tool factories. Instead, it ordered from American manufacturers, including New Britain, S-K Tools, Proto, Moore Drop Forge, and others, while setting requirements for materials and production quality. Early Craftsman tools included planes, saws, chisels, and hammers for farmers, mechanics, and home users. In 1929, Sears added Craftsman power tools to the catalog, and by the 1930s, the line included wrenches and ratchets.
In the early 1950s, Sears introduced a lifetime warranty for Craftsman hand tools, offering free replacement without receipts or time limits. The brand later moved beyond workshop tools. Craftsman lawn mowers appeared in 1934, followed by riding mowers in 1953. In 1965, Sears partnered with Western Forge, one of its key tool suppliers. As DIY culture grew,
Craftsman remained closely linked to Sears, then expanded into Kmart stores after the 2005 Sears and Kmart merger. Later, the tools appeared at Ace Hardware and other retailers outside Sears. On January 5, 2017, Sears announced it would sell Craftsman to Stanley Black & Decker. The deal closed in March 2017, while Sears kept a license to sell Craftsman products in its own stores.
Meaning and History
The brand’s emblem has changed several times thanks to its first owners. Although Sears did not produce Craftsman tools, it focused on developing and promoting the brand. Therefore, new logos emerged regularly. The central concept that ties all versions together is the box in which the brand’s products are placed. The most significant changes are observed between the first and the last sign. Their imagery goes beyond the usual, as evidenced by the change in the brand concept.
What is Craftsman?
Craftsman is an American brand that produces home tools, gardening equipment, and workwear. In 2019, private homeowners in America recognized the brand as the best. It is sold in its own stores and in major retailers.
1928 – 1930s
The brand’s first logo appeared a year after a Sears employee bought the Craftsman Tool name from competitors and began selling tools. The emblem featured a black oval with a white ribbon bearing the word “Craftsman.”
The shape represented perfection, ideally executed work, and a home kept in perfect order. The black color linked the emblem to physical work, evoking experienced, competent craftsmen. It was associated with work clothes and special attire.
The white stripe embodied beginnings, a ribbon cut during the opening of new premises, an enterprise. The element pointed to honors; a commemorative sign is worn to mark an important event. With this technique, the new owners showed pride in the brand and confidence in its bright future.
1930s
1960s – 1970s
1970s – today
2015 – today
In 2015, Sears, the owner of Craftsman, faced financial difficulties and, to stay afloat, closed several stores and shifted to online sales. It was assumed that updating the Craftsman logo would modernize it and increase profits.
The new sign features a red pentagon with a silver border and a capital letter C at the center. The emblem complements the brand concept and emphasizes Craftsman’s commitment to craftsmanship.
The pentagon resembles a nut and a wrench head used to tighten and loosen bolts. The image resembles a house silhouette, symbolizing the harmony and order the brand’s products bring.
The red color speaks of leadership and skill. The silver border represents chrome-plated steel, the material the tools are made from.
The central letter C is the first in the brand’s name. In shape and execution, it resembles:
- A horseshoe is a symbol of luck.
- An adjustable wrench head is one of the brand’s tools.
The emblem resembles a heraldic shield or a commemorative badge, evoking a sense of metal strength. The compact execution and lack of the full brand name suggest it’s designed for online sales. The logo works well as an icon or favicon.
Font and Colors
The brand’s style is characterized by silver and red.
- Silver represents metal, and chrome plating gives the tools a silvery shine. It also conveys strength and durability.
- Red indicates harmony and beauty. The shade reflects the activity, work, and inspiration Craftsman products provide.
The emblem lacks an inscription embodying the idea of “less talk, more action.”