Visualising the GROHE design DNA

by Grohe Press | Jun 02, 2010

Three new symbols defining GROHE's unique brand identity.

“Every successful brand has a significant identity which makes it unique and successful. The GROHE Design Team determines this semantic strategy at the beginning of the design process, defining those elements which make up the GROHE design DNA – the essence out of which everything can be created,” says Paul Flowers, Senior Vice President of Design at Grohe AG.

The three design features which the GROHE Design Studio has extracted from the large variety of conceivable possibilities can be found in all new products. Amazingly simple, unbelievably diverse and easily identified, they always remain true to the GROHE identity even though they can be interpreted in ever new ways.

The first element of the GROHE DNA is the ring which defines, for instance, the shower head. The second element is the seven degree angle, by which the new generation of spouts and operating levers are designed from. The third element is the lozenge which can be found in the controller of the GROHE Ondus line as well as in the shapes of the levers.   The lozenge is also evident in the new Grohe Rainshower Icon hand sprays.

One of the first product lines to incorporate the GROHE DNA is GROHE Ondus. This powerful aesthetic statement is based on the philosophy of “Sensual Minimalism”, a trend which replaces the hard edges of conventional minimalist design with gently flowing yet controlled geometry.

GROHE's latest line - the BAU series also incorporate the GROHE DNA in their lever handles.  Research has shown that the easiest angle at which the lever should be inclined to make it comfortable to users is seven degrees.  Baucurve, Bauflow, Bauloop and Bauedge now allow users to enjoy water - all the more.

The visual DNA of GROHE – three symbols defining a unique identity.