Saniflo has updated its brand identity to align with that of its parent company, SFA.

Headquartered in Paris, France, the 60-year-old SFA is updating and unifying the branding of all its subsidiaries around the world.

In the UK, the Saniflo name has been retained in the new identity in recognition of the many years of positive association it has enjoyed with plumbers, installers and the wider industry. Saniflo is also the generic term for a macerator in the country.

As well as refining the font and tweaking the colour of the Saniflo name itself, two teardrop shapes have been added to reflect the movement of water and the SFA Group branding has been added to the overall logo. The result is currently being implemented across all promotional resources and on the website.