DANZE, a maker of kitchen and bath fixtures, needed an update of their logo. Wth a name that confused people and a tired look that resembled a yogurt brand, it was time for something new.
We reimagined Danze not as a maker of faucets but as the daily, primary water source for millions of Americans. As such the new Danze logo was shaped by the refreshing new ethos running at the heart of all the company does.
I directed the design of a new graphic system that strongly identifies Danze with its category, core purpose, and new tone. According to Danze research in North America and Asia, the new logo has single-handedly shifted perceptions from 'old-fashioned' and 'worn out' to 'fresh', 'energetic' and 'youthful' — a refreshing turn of events indeed.
SHORT SHELF LIFE — we gave the brand a bolder presence designed for distance viewing in warehouse retailers like Home Depot
TUBULAR TYPOGRAPHY — the curvey new font was inspired by water pipes.