Craftsman Logo PNG
The Craftsman logo is sturdy, strong, and reliable. It symbolizes the brand’s tools’ compactness and durability. 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 placed orders with 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 joined a venture with Western Forge, one of its key tool suppliers.
Craftsman remained closely linked to Sears through the rise of DIY culture, 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 the sale of 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 was not involved in the production of Craftsman tools, the company focused on developing and promoting the tool 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?
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
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 consisted of 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 connected the emblem to the theme of 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 demonstrated their pride in the brand and confidence in its great 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 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 harmoniously complements the brand concept and emphasizes Craftsman’s orientation toward craftsmanship.
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 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 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 characterized by silver and red.
- Silver represents metal, and chrome plating gives 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 of “less talk, more action.”