At 9:47 PM -0500 8/14/97, David Hegedusich wrote:
>Can someone explain a little about the history and significance of the
>Sweetheart logo, used on Stanley tools?
Well, I can crib from John Walter with the best of them, and he and
other respected purveyors of tool lore, notably Roger K. Smith, after all,
learned it somewhere else themselves, so here's a shot:
The S.W. in the heart design appeared "according to my sources", in
various configurations below the notched rectangle STANLEY logo, from c.
1920 to c. 1934. It was preceded by the "V logo" and followed by the
simple notched rectangle.
Before 1920 the Stanley Rule and Level Co. and Stanley Works
existed as two separate companies (it's a long story...) For some time
before the merger of the two firms in 1920, Stanley Works had been using
the heart logo with SW inside, in recognition of company stalwart William
H. Hart, who served the firm for 61 years and was Chairman of the Board
from 1915-18 (when he "retired" at age 84 and died the following year!).
After the merger, tradition has it that employees were invited to suggest a
new logo for the now united operation, and what we now call the Sweetheart
logo on Stanley tools was born. Although the use of the SW in the heart
was formally dropped in favor of the simple notched rectangle in 1934, the
older combination logo still came out of the plant on various product lines
until the old stock was used up over the next several years.
The rest, as they say, is history.