Craftsman Logo

Craftsman LogoCraftsman 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: Brand overview

Founded:May 20, 1927
Founder:Stanley Black & Decker
United States

Craftsman is a brand of tools and workwear. It produces around 8,000 products sold in the United States by 10,000 dealers. It has been owned by Stanley Black & Decker since 2017.

Meaning and History

Craftsman Logo History

The brand’s emblem has changed several times thanks to its first owners. Although Sears was not involved in the production of Craftsman, the company was focused on the development and promotion of the tool brand. Therefore, new logos emerged regularly. The main concept that connects all versions is the idea of a 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 image, which is explained by the change in the brand concept.

What is Craftsman?

An American brand that produces tools for the home, gardening equipment, and workwear. In 2019, private homeowners in America recognized the brand as the best. It is sold in its own stores and large markets.

1928 – 1930s

Craftsman Logo 1928

The first logo of the brand appeared a year after a Sears employee bought the Craftsman Tool name from competitors and started selling tools. The emblem consisted of a black oval with a white ribbon on which Craftsman was written.

The shape represented perfection, ideally executed work, a home that is kept in perfect order. The black color connected the emblem with the theme of physical work, pointing to 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 in honor of an important event. With this technique, the new owners demonstrated their pride in the brand and confidence in its great future.


Craftsman Logo 1930s

1960s – 1970s

Craftsman Logo 1960s

1970s – today

Craftsman Logo 1970s

2015 – today

Craftsman Logo

In 2015, Sears, the owner of Craftsman, faced financial difficulties and, in order to stay afloat, closed several stores and switched to online sales. It was assumed that updating the Craftsman logo would make it more modern and increase profits.

The new sign consists of a red pentagon with a silver border and a capital letter C in the center. The emblem does indeed harmoniously combine with the brand concept and emphasizes the craftsmanship orientation of Craftsman.

The pentagon resembles a nut and a wrench head for tightening and loosening bolts. The image resembles the silhouette of a house where harmony and order reign, thanks to the brand’s products.

The red color speaks of leadership and skill. The silver border is a prototype of chrome-plated steel from which the tools were made.

The central letter C is the first in the brand’s name. In shape and execution, it resembles:

  • A horseshoe, as a symbol of luck.
  • An adjustable wrench head – one of the brand’s tools.

The emblem resembles a heraldic shield or a commemorative badge and creates a sense of metal strength. The compact execution and the absence of the full brand name indicate preparation for online sales. The logo is ideal for an icon or favicon.

Font and Colors

The brand’s style is associated with silver and red colors.

  • Silver – represents metal, chrome plating, giving the tools a silvery shine. It is associated with strength and durability.
  • Red – indicates harmony and beauty. The shade is related to activity, work, and inspiration provided by Craftsman products.

The inscription in the emblem is absent, embodying the idea: less talk, more action.

Craftsman color codes

Racing RedHex color:#cf0000
RGB:207 0 0
CMYK:0 100 100 19
Pantone:PMS Bright Red C
Quick SilverHex color:#a6a6aa
RGB:166 166 170
CMYK:2 2 0 33
Pantone:PMS Cool Gray 6 C