American Olean

  • Client:


American Olean

Brand Building & Remodeling
  • Full Version

To revitalize Dal-Tile’s American Olean brand and rejuvenate its 100-year legacy, our team created a new modern look that positioned American Olean as not only “Proven in Tile” but also relevant, original and hardworking.

Project Overview

What We Did

Wray Ward helped refresh a century-old brand with a completely new logo and identity package that was deployed across a range of print and digital collateral. Featuring a striking circle motif, the new identity is distinct yet cohesive among Dal-Tile’s three other tile brands with a fresh and modern style that stands out from its competition. Our Digital team translated the look and feel of the new AO branding into desktop and mobile applications.


From the Dal-Tile sales force to distributor partners and the trade press, the new face of AO has been enthusiastically received both internally and externally by crucial audiences.

Digital Design

Our Digital team evolved the look and feel of the new AO branding into a comprehensive digital design system. We also took the opportunity to revamp the overall user experience of AO’s primary website. With intuitive navigation and a sleek design, the new platform allows trade professionals to quickly find what they’re looking for.

Print Advertising

Highly recognizable ads highlight AO’s design and durability while positioning the brand as the ideal solution for stylish, high-traffic commercial settings such as shopping malls, hotel lobbies and corporate offices.

Print Collateral

With its new sleek, modern feel, the AO identity was incorporated into collateral pieces, elevating the brand as it targeted the architects and commercial interior designers in search of stylish and reliable design solutions.

Brand Identity

We updated the AO identity to create a more modern feel that strongly positions the brand to contemporary audiences. To ensure consistent execution of this new identity across all media, we helped prepare a comprehensive brand standards guide.