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Evolution of Identity to Blend Reputation of Inspired Design With Legacy of Performance


newdanze_logoWoodridge, IL– For nearly 20 years, Danze® has built a reputation for thoughtful design and innovation in the North American decorative plumbing industry. Today, the brand has announced it is transforming its brand essence and will now be known as Danze® by Gerber.

While subtle in name, the move marks an important step in the evolution of the Danze brand and draws from the longstanding 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,” says 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,” he says. “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.

And, according to Katie Hayes, senior product manager for the brand, the transformation is deeper than just marketing language and a new logo. “We’re evaluating every aspect of our business, including curating our current product mix, launching new collections, and identifying operational and manufacturing opportunities. 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.”

For more information on the entire Danze by Gerber product line, visit