A drill for Craftsman branding promotions.


Craftsman was on a mission to develop an iconic mark to work in harmony with the Craftsman logo. Specifically, a mark that could work well in 3D, 2D and other animated applications. Capsule worked with the team at Craftsman to design a mark that resonates and is recognizable with audiences and distinguishes itself from competitors. We also developed a brand guidelines system to guarantee continued effective use of the mark.

The Craftsman logo design in color on a white background.


"Capsule was an absolute joy to work with in developing our brand identity. They were thorough, thoughtful, and very patient with us. And the final design is something that our entire company has been rallying around. Their additional work on the full brand language documentation was superior. I have never seen such a solid body of work – I can't oversell Capsule. They are truly the cream of the crop– I would recommend them to anyone." — Tony Shoemaker, Manager, Industrial Design, Kenmore at Sears Holdings Corporation

Four Craftsman tractors with logo on the front for branding project.
A screwdriver, drill and pliers with Craftsman branding design.

In Pantones we trust.

Do you?