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Sterling Raises The Standard

Sterling Raises The Standard

New York-based Sterling Brands has introduced a new logo, identity and package design for American Standard Brands. The client is a major manufacturer of faucets, fixtures, sinks, tubs and other bath and kitchen items. The new positioning – “Raising The Standard” – is supported by a visual language that assumes a clean, warm and minimal tone. The new identity centers on an updated version of the wordmark, updated with a dynamic handlettered script in a “sunny shade of marigold yellow.” Says Sterling Brands’ Creative Director Kim Berlin: “We opted to celebrate the original identity, while infusing it within a certain modernity and ‘evidence of hand’ that would prompt it to connect meaningfully with our targets.” Lettering was done by Holly Dickens. SEE MORE >


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