A defined curve. A strong taper. A vivid splash of red. These design elements are just the most visible signs of a deep transformation at American Standard, a world-renowned bathroom and kitchen brand whose name dates back almost a century and a half.
These features are part of a new range of design references called Signature Elements. Harnessing the power of design, they create distinctive products to meet evolving consumer needs. This reference line defines the look of American Standard products and makes them instantly recognizable. It’s integral to a strategy that has strengthened and unified a brand whose products, and even logos, once varied by region.
The changes at American Standard are another big step forward in LIXIL’s revamp of its major brands. This move began with GROHE in Europe and continued with INAX in Asia. The entire business was reimagined to put consumer-focused design at its heart and sharpen the regional and cultural character of each brand.
“The collection of brands allows LIXIL to operate in different markets in a truly authentic way, which a purely global brand simply can’t do,” says Paul Flowers, Leader of LIXIL Global Design and Brand Identity. “The transformation of American Standard is part of our strategy to realign our portfolio and allow the brands to play different roles in each market.”