xylem: Designing a new calling card for an established brand


For over 90 years, ITT Standard had supplied the broadest range of heat transfer solutions to commercial customers across the world. Following its spin-off from the ITT Corporation into Xylem, the ITT Standard brand needed a new name that would allow the brand to live successfully within the Xylem portfolio. The new name needed to build on ITT Standard’s strong brand awareness and legacy while also signaling a new era in the company’s evolution.


We worked with the company to generate and review a range of name alternatives. The new name, Standard Xchange, maintains a connection to the business’s rich history, first as part of American Standard and then as ITT Standard. Looking into the future, the name also evokes a connection to the many products and solutions the business provides that enable the efficient exchange of energy.