GROHE is a leading global manufacturer of high-quality full bathroom solutions and kitchen fittings with more than 6,500 employees, of which 2,400 are in Germany. The company was founded in 1936 when Friedrich Grohe acquired a small iron factory in Hemer, Germany, and focused on manufacturing bathroom fittings. In the following decades, the company expanded through takeovers and the foundation of subsidiaries throughout Europe and the USA, culminating in 1991 when it was converted into a stock listed company. Since 2014, GROHE has been a brand within the Japanese LIXIL Group Corporation, a world-leading sanitaryware manufacturer and supplier in the building materials industry. During the last years, GROHE’s brand appearance was sharpened giving it a contemporary corporate identity as well as a new design system. The aim had been to lend the GROHE brand more clarity, precision and efficacy, as well as to strengthen the corporate claim of “Pure Freude an Wasser” (Pure Joy of Water) at all touchpoints and in the business-to-consumer segment in particular. Although important visual features such as the colour scheme, the logo and the GROHE lettering, which looks as if floating on three blue wave lines, remained the same, their application was simplified, for example by removing the white image frames. For all print material, a design system was created that could flexibly present GROHE’s various product ranges and thematic areas and which also encompassed special key visuals for some product specials such as GROHE Sense or GROHE Allure Icon 3D. Thus, a brand design has emerged that covers the most diverse business areas and at the same time ensures a unified perception of the brand. Focusing fully on the resource of water, the brand appearance thus expresses the promise to create ever higher standards in the experience of water and to inspire people worldwide with GROHE products. Based on the traditional brand values of quality, technology, design and sustainability, all products have been designed since the brand’s very beginning in the in-house design department. The GROHE Design Team has garnered many international awards for its outstanding and innovative design performance and won the honorary title “Red Dot: Design Team of the Year” in 2011.
Statement by the Jury
In an excellent manner, GROHE has managed to stand out with a brand profile that has become known globally as a name for first-class, industry-leading performance. The brand design convinces by a consistency that greatly differentiates the premium manufacturer in the industry for its full bathroom solutions and kitchen fittings, and which also reflects the perfection inherent in the development, manufacturing and aesthetics of the entire GROHE product portfolio. Moreover, as the main carrier of the message, the element of water and the experiences associated with it have also been staged in a highly convincing and sensuous manner.