A new Ideal Standard International brand strategy is being rolled out across the group to reflect the changing way in which the company is presenting itself.
Rather than a new logo, the developing brand story and image will help us to focus on what separates our products and our company from others when we are communicating with our markets, whether in a presentation, an advertisement, a sales pitch and so on.
It conveys our history as a market-leader and innovator; our determination to constantly evolve and improve, and; our belief that both form and function are crucial to good design.
The brand story is made up of the three pillars “Leaders in modern living”, “An evolving family” and “The eternal value of design”, underpinned by the unifying statement “Together for better”.
These are complemented by new imagery and photography, and an extended colour palette for artwork and graphics (example below).
The brand and visuals are first being implemented at group level and in time will be cascaded down to product level.
Marketing director Katie Cope said: “This marks a development in the way we present ourselves, which was showcased at the ISH trade fair last month.
“It’s about finding a way of embodying and communicating what already exists through our heritage as a company which has shaped our industry for many years.
“It’s about building on our strong reputation and growing by attracting new customers and strengthening loyalty through connecting with people at a deeper, more emotional level.”
In future editions of The Bubble we will explore different aspects of the brand strategy.