The company had originally been founded over 50 years ago, then sold and restarted in 2008. However the previously used logo was rather generic and out of touch with bold and sleek logos of industry leaders such as Kohler, Grohe, Toto, etc.
Having decided to move the company into direction of more upscale products, the current owners required something that would reflect the new consumer-facing vision but also remain trustworthy to people within the industry – plumbers.
The result is modern, premium but also industrial, with a peculiar treatment of type that helps retain a conservative edge despite contemporary look. It balances the robust and sophisticated at the same time.