American Standard Logo

American Standard Logo

It is impossible to do without this company’s products in the modern world. The American Standard logo directly expresses this idea: it is confident, original, and stylish. At the same time, the design in which the emblem is designed is distinguished by sophistication. The sliding strokes and inseparable glyphs show the sanitary ware’s high aesthetics, attractiveness, and reliability.

Meaning and History

Throughout the company’s existence, six logo redesigns have been developed. Each new redesign made minimal changes that allowed the brand’s visual recognition to be at a high level, meeting modern standards.

What is American Standard?

At a minimum, it is a world-renowned sanitary ware brand that offers products far beyond U.S. borders.

1929 – 1964

The first version of the logo appeared just after the company’s inception in 1929. It was a verbal inscription “Standard,” made in a stylish font with rounded corners. Except for the first “S,” all the letters were lowercase. It looked interesting and fascinating.

1964 – 1969

It was in 1964 that the name American Standard Corporation appeared. It was easy enough to remember, sounding strong and confident, making the company stand out from the competition. Once again, the logo consisted solely of a verbal inscription, namely “American Standard.” A stylish serif font was used for this inscription, which looked rather old-fashioned. And while the word “American” had a very old-fashioned look, all the characters in the Standard had some gothic references. For example, with the first letter “S.” Looking at it, you get the feeling that it was copied directly from some manuscript of the Middle Ages.

1969 – 1984

The company only used the previous version for a few years. Given the ambiguous font that could lead to the wrong associations that the company laid down, it was decided to redesign it. It was now a modern logo that consisted not only of the verbal inscription “American Standard” but also an emblem.

The emblem was a white square with thin black outlines, inside which was a black circle. At the bottom of this circle is a white triangle pointing down, and at the top is a white semicircle, a bit like a horizon.

Underneath the emblem is the verbal inscription “American Standard.” It was a classic black font with serifs and thin lines. All of the letters in the word inscription were capitalized. Also, there was a large space between the characters.

1984 – 2013

The redesign of 1984 brought something unusual to the logo, namely an italic blue font with which the company tried to evoke positive emotions in potential customers. Also, the serifs and emblem were removed. The inscription looked modern and stylish. Visually, it was similar to the painting of a person, which made the logo more approachable to ordinary people. Perhaps these changes were made to demonstrate the high quality of products handmade by each product.

2013 – today

The italicized lettering remained the basis even after the 2017 redesign. What’s more, the decision was made at this point to give the job to the well-known agency Sterling Brands. Now, the American Standard company name looked even more elegant and modern. This was made possible by the fact that the lettering goes up diagonally. In addition, you can see the connection of the first letters in words with a long line. In this way, an optimistic effect is created. The color has been changed to a navy blue, which seems more appropriate for a company that specializes in plumbing.

2017 – today

Parallel to the previous version, a slightly more subdued but no less spectacular is also used. It is also italicized lettering, but it is on a horizontal line. The black color looks official and progressive, making you interested in the project’s features.

Font and colors

The basis, as a rule, was taken by the font, which in its features is close to cursive, creating the effect of a handwritten note.

The color palette, as a rule, consisted of black, white, and gray. These tones indicated the official and business status of the company and its serious approach to business.

American Standard color codes