Unveiling a New Brand, Raising Standards of Bathrooms

For more than 140 years, American Standard has transformed bathrooms with an extensive range of enduring and innovative bathroom solutions. Since 2016, the iconic brand has unveiled a new brand identity, symbolized by 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, by delivering bathroom solutions that are beautiful, purposeful and safe for everyone.

The progressive brand puts customers at the heart of everything it does, by combining thoughtful designs and innovative technologies into its products. It aims to innovate, bridge aesthetics with functionality, and create thoughtful products that are built to last. Thus, its bathroom and kitchen solutions exude an inviting style and are designed with purposeful functions, delivering both superior performance and lasting quality. But more importantly, American Standard wants to ensure that these are made accessible for everyone to enjoy.

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 to create 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 1960s-1980s period 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. One key technological breakthrough was the ceramic disc valve that is in most of American Standard faucets today – promising a lifetime of drip-free and maintenance-free performance.

American Standard also 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

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 ComfortClean antibacterial finish for a total hygiene protection, and several technologies that answer to the need of sustainable living: Double Vortex Flushing System offers optimal flushing performance with minimum water usage while the EcoStart and ClickMove Technologies reduce energy and water consumption respectively in faucets.

The brand entered the Asia Pacific market in 1961 and has since changed the face of bathrooms in the region, providing beautiful and 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 luxurious Okada Manila Hotel and Incheon Airport in South Korea, just to name a few- and to earn several product accolades including Good Design Award, Red Dot Design Award, iF Product Design Award, dFA Award etc.

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. 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.

Since 2013, American Standard has been part of the LIXIL Group Corporation. Headquartered in Japan, LIXIL is a global leader in the building materials and housing industry and owns some of the most trusted brands in our industry including GROHE, INAX and DXV.

To learn more, visit americanstandard-apac.com.

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.


LIXIL makes pioneering water and housing products that solve every day, real-life challenges, making better homes a reality for everyone, everywhere. Drawing on our Japanese heritage, we create world-leading technology and innovate to make high quality products that transform homes. But the LIXIL difference is how we do this; through meaningful design, an entrepreneurial spirit, a dedication to improving accessibility for all, and responsible business growth. Our approach comes to life through industry leading brands, including LIXIL, GROHE, American Standard, INAX, and TOSTEM. Over 70,000 colleagues operating in 150 countries are proud to make products that touch the lives of more than a billion people every day.

LIXIL Group Corporation (TSE Code: 5938) is the listed holding company for LIXIL’s portfolio of businesses.