American Standard is a prominent plumbing fixtures brand with deep roots in the U.S. manufacturing industry. Its origins date back to 1929 when the American Radiator Company (founded in 1892) merged with the Standard Sanitary Manufacturing Company (founded in 1875). The resulting company, American Radiator and Standard Sanitary Corporation, would eventually become American Standard Brands.

American Standard Logo History

The evolution of the American Standard logo reflects the brand’s emphasis on elegance, refinement, and quality. The logo has undergone several changes over the decades, each one signaling a shift in the company's approach while maintaining a focus on luxury and craftsmanship.

1929 – 1969

The 1929 logo featured a traditional wordmark in a serif typeface, with a particular Gothic influence on the word "Standard." The medieval-inspired design, especially the letter "S," gave the logo an old-fashioned and somewhat aristocratic appearance, which was fitting for the high-quality products the brand was producing.

1964 – 1969

In 1964, the company was renamed American Standard Corporation, which streamlined the brand's name and made it easier to remember. During this period, the logo evolved into a wordmark that retained some serif elements, but it was much more modernized compared to the previous version. The typeface, while still traditional, had fewer Gothic influences, and the design began to look more suitable for a broader market.

1969 – 1987

In 1969, American Standard adopted a more contemporary and efficient logo. This design was dominated by a black-and-white emblem with plumbing themes. The refined serif wordmark was still present, though smaller and more streamlined. However, the logo lacked the robustness one might expect from a brand focused on plumbing fixtures, which called for a bolder, more substantial look.

1984 – 2013 (North America) / 198? – 2016 (Asia Pacific)

The 1984 logo marked a dramatic departure from the previous designs. Gone were the serif type and emblem. Instead, the brand adopted a cursive script for its wordmark, colored in blue. The cursive font gave a personal and high-end touch, perhaps to convey the notion of quality craftsmanship and individual attention to detail.

By 1988, this cursive wordmark became the brand’s primary logo. The stylized script added a sense of individuality and luxury, suggesting that the products were crafted to high standards, even if mass-produced.

2013 – Present (North America)

In 2013, the logo was redrawn by Sterling Brands. While still based on the cursive type, the updated version was even more refined and elegant. The connection between the letters "A" and "S" added an artistic flourish, with an upward orientation that conveyed optimism and forward movement.

2017 – Present (Asia Pacific)

For the Asia Pacific region, a more utilitarian and serious version of the 1984 logo was adopted in 2017. Although still an elegant cursive script, this version was less ornate and focused more on simplicity and practicality, in line with the region's market expectations.

Colors and Font

The colors most commonly used in the American Standard logo include black, white, and gray, with occasional use of blue, gold, and brown. The typography is based on a cursive script, which imitates handwritten text, adding a personal and elegant touch to the brand's identity.

American Standard's logo has evolved from a traditional and ornate design to a more modern, elegant script. The brand has consistently aimed to convey refinement and quality, with changes to the logo reflecting both the company's growth and its focus on high-standard craftsmanship in plumbing fixtures.