For more than 140 years, American Standard has transformed bathrooms with an extensive range of enduring and innovative bathroom solutions. Today, the iconic brand unveiled a new brand identity, symbolized by the launch of a new logo and brand values that denote the brand’s continued dedication to raise the standard of bathrooms amid its growing presence in Asia Pacific.

The new visual identity celebrates a culture of innovation where ergonomics meet design breakthroughs to create harmonious, beautiful bathroom environments. The familiar wordmark is refreshed with a dynamic and contemporary hand-lettered typeface, signaling new brand promises to offer products that are dependable, inviting, pioneering and iconic.

American Standard’s Unrivalled Legacy

Since 1872, American Standard has blazed the trails of innovation in bathrooms, pioneering numerous breakthroughs that have inspired today’s bathroom wares. In the 1880’s, the brand perfected and patented the enamel coating process and created an easy-to-clean tub that prevented corrosion and bacteria from forming and multiplying on the sides of metal tubs. This quickly catapulted the brand as a plumbing leader. In 1926, when bathrooms were purely functional with all-white interface, American Standard broke the norm and introduced colorful and stylish fixtures, instituting the idea of bathroom that is both utilitarian and aesthetically beautiful.

The sixties was a growth era for American Standard. The company expanded its product offerings, and ventured into new markets and technologies. Innovations included the now ubiquitous “push and pull” faucets, slip-resistant bathtubs, odor-removing Vent-Away toilet systems and remote control drain pop-ups. In 1968, a technological breakthrough in ceramic dish valves was added to American Standard faucets – promising leak-free operation for life.

In the 1980s, American Standard impressed the world with its vision of ‘Bath of the Future’. Referred to as the Sensorium with Ambience, the tub features unprecedented functions such as remote control capabilities and pre-programmed filling of the bath with temperature control. The Sensorium with Ambience bathtub boasts an elegant silhouette with soft-curves and is decked with cutting-edge equipments, such as audio system, TV intercom and telephone.

American Standard in Today’s Bathrooms

American Standard

The standard of comfortable, beautiful, healthy and convenient living

The American Standard legacy continues today as the brand leads the market with innovative bathroom solutions, serving more than 20 markets globally. Its endeavor towards pioneering technological breakthroughs goes on, trailblazing innovations that offer new levels of style and performance while raising the standard of comfortable, beautiful, healthy and convenient living. Some of these breakthroughs include the patented Pro-Guard technology that prevents the building of persistent water stains for easy cleaning and anti-bacterial finish across multiple touch points for a total hygiene protection. A number of technologies answer to the need of sustainable living: the Double Vortex Flushing System offers optimal flushing performance with minimum water usage while the Eco-Handle Faucets and Click Technology reduce energy and water consumption respectively.

The brand entered the Asia Pacific market in 1961 and has since changed the face of bathrooms in the region, providing harmonious bathroom solutions that fit diverse lifestyles. Its reliable workmanships coupled with its relentless dedication to stay on top of innovation curves has rewarded the brand to furnish numerous landmark projects, such as the iconic Burj Al Arab in Dubai and Beijing’s National Aquatic Centre (Water Cube), just to name a few.

American Standard

American Standard: harmonious bathroom solutions that fit diverse lifestyles

Most recently, American Standard (one of the brands under LIXIL) has been awarded the contract to furnish 1,000 luxurious hotel rooms located at Asia’s grandest entertainment complex, the Manila Bay Resorts, which is operated by Tiger Resort Leisure and Entertainment Inc. The world-class resort complex features a two-tower lavish hotel overlooking the scenic Manila Bay, an iconic Dome structure that houses a nightclub and an exclusive beach club as well as stunning dancing water and light display that is set to rival the world-renowned Fountains of Dubai.

In affirmation of our growing presence in Asia Pacific, it is integral that we continue to elevate the benchmark for bathrooms with inventive technology, forward design and maximum ergonomics. The refreshed brand identity reminds us of our continuous pursuit for innovation, quality, design and comfort that has fueled our success story and to preserve this legacy as we build for another era of progress,

As part of the rebranding exercise, American Standard has launched a series of collections that boast three distinct styles: Classic, Contemporary and Modern. Each individual piece that makes up each collection is carefully selected to perfectly match each other, creating a seamless bathroom environment for all to indulge – in what American Standard calls a Perfect Match. These pieces can also be paired with other items across the American Standard’s collections, creating a Best Match option that offers a design flexibility that caters to every design requirements.

About American Standard:

As one of the most iconic brands in sanitary ware, American Standard has earned the trust of its customers by constantly delivering style, quality and reliability to their bathrooms. Today, backed by more than 140 years of pioneering legacy, American Standard continues to raise the bar in delivering dependable bathroom solutions that combine thoughtful designs and innovative technologies to create inviting bathroom sanctuaries offering ultimate comfort and performance to its customers.

About LIXIL Corporation:


Lixil: Link to Good Living

LIXIL Corporation is a global leader in housing and building materials, products and services. The foundation of LIXIL’s success is our constant investment in technological innovation to improve the way we live. Delivering core strengths in water, housing, building and kitchen technologies, our brands including LIXIL, GROHE, American Standard Brands, INAX and Permasteelisa are leaders in the industries and regions in which they operate. LIXIL produces some of the world’s most fundamental and innovative products and services, and our solutions are an integral part of some of the world’s most iconic and cutting-edge living and working spaces. Operating in more than 150 countries, and employing more than 80,000 people, we bring together function, quality and design to make people’s lives better, and more delightful – wherever they are.