American Standard, one of the most iconic brands in plumbing fixtures, and part of the LIXIL family, maker of pioneering water and housing products, unveiled a new global brand identity this week.
The American Standard brand has grown phenomenally across the world. The new identity brings together a nuanced, unified brand expression of empathy and closeness to consumers, together with a new brand claim of LIFE. LOVE. HOME. In the Asia-Pacific region, this milestone was celebrated with a launch event held in Bangkok, Thailand, attended by over 200 prominent guests and dignitaries.
Dependable, Inviting and Pioneering
For over a century, the American Standard brand has focused on its mission to enable everyone to create a home to love every day. The brand has always understood that it all begins with a person aspiring for a better life, and the brand has designed and crafted its bathroom and kitchen solutions around this idea.
From kitchen sinks to master bathrooms, houses to hotels, colleges to stadiums, consumers trust and continue to choose American Standard solutions to create inviting, intuitive and comfortable spaces. The brand is committed to consumers through crafting innovative, purposeful solutions that enable them to enjoy life's moments with those they care most about.
Building on this rich heritage, the new American Standard global brand identity renews its goal of improving homes around the world, while inspiring people to create homes they will love every day. Based on the new brand claim of "LIFE.LOVE.HOME", the brand colour palette of "American Standard Red" implies love and passion and evokes a closer emotional affinity with consumers. The American Standard Red will boldly unite multiple online and offline consumer touchpoints and product packaging for a seamless, multidimensional revitalization of the consumer experience.
American Standard trade event
The new brand identity was unveiled on February 15 at the American Standard Trade Event held in Bangkok, Thailand. The launch event was celebrated alongside over 200 invited guests comprising customers, architects, designers and media from across the region.
The multi-day trade event included thought leadership and trade activities, including the American Standard Design Catalyst L!VE (ASDC L!VE) that discussed trending and thought-provoking issues across health and wellness, circular and sustainable living and intelligent spaces. The ASDC L!VE event themed 'Design Thinking Meets Urbanization' was graced by leading architects, designers and industry expert speakers.
LWT Asia Pacific
Satoshi Konagai, leader of LIXIL's LWT Asia Pacific, said, "LIXIL is excited to launch the new American Standard global brand identity to the enthusiastic response of consumers and the industry. The brand has built a trusted following for its bathroom and kitchen solutions in the region that are innovative, dependable and comfortable to use. We are excited to deepen the American Standard brand empathy and closeness to consumers, with the new brand claim of LIFE. LOVE. HOME that matches their aspirations and lifestyles to create homes that they will love every day".
"The ASDC L!VE event was also well received as a hybrid online-offline event. We are pleased to bring together expert speakers across the world to discuss the challenges facing the architectural and design communities around health and wellbeing, sustainability and urbanisation. We look forward to increasing our engagement and solutions to these pressing issues with our partners and the industry," Konagai added.
The launch event also introduced the new American Standard Loven Collection, which is the first collection launch under the new brand identity. The Loven Collection is designed with a cohesive aesthetic, ensuring a polished and well put-together look for any bathroom. The collection's full-sized features in a compact footprint is a perfect match for urban residential projects, such as condominiums.
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