For nearly 20 years, Danze has built its reputation around thoughtful design and innovation in the North American decorative plumbing industry. Recently, the brand has announced it is transforming its brand essence and will now be known as Danze by Gerber.

The move is a step in the evolution of the Danze brand and draws from the legacy of its sister company, Gerber Plumbing Fixtures.

“By pairing the Danze standard of beautiful designs with Gerber's 85+ years of trusted performance and reliability, we’re creating a brand that provides a combination of true value and commitment,” said Kevin McJoynt, the company’s vice president of marketing.

According to McJoynt, that combination provides a powerful position in the marketplace, one that is derived from decades of experience and partnerships.

“We often say that Danze has provided the inspired design on the outside, while Gerber has provided the handcrafted, trusted performance on the inside,” McJoynt said. “It’s when you combine the two that something special happens.”

With the brand’s transformation, a new logo and color palate are being introduced. The logo format is intended to be simple and easy to use in various formats and applications.

“We’re evaluating every aspect of our business, including curating our current product mix, launching new collections, and identifying operational and manufacturing opportunities,” said Katie Hayes, senior product manager for the brand. “We’ll be providing more plumber-friendly installation improvements, incorporate the best Gerber components into our faucets and showers, making it possible to strike that perfect balance of form and function. All while delivering some of the best design available on the market.”

Visit www.danze.com.