"We've adopted a 'whole company approach' during the past months that has helped identify and focus on the processes that will deliver against our brand positioning," said John Wills, president of Delta. "It starts with product development, and extends through manufacturing, sales, service and customer relationships - all of which bring our brands to life."

A new logo is the most visible change the company has made. The red and black color combination is about all that remains the same. The company dropped the single-handle faucet silhouette and replaced it with a symbol representing water drops.

Along with the new logo, Delta will also incorporate the phrase, "Beautifully Engineered," into more of its consumer print and broadcast advertising campaign, which begins this month.

"The ads relate the processes people undergo to satisfy their own desire for perfection, such as exercising and eating well, to Delta's own quality-driven manufacturing process," added Ray Kennedy, vice president of marketing.

To start the self-examination process rolling, Delta conducted extensive research to explore needs and develop the new brand portfolio, even down to "anthropological" research geared to identify emotional drivers for consumer segments.

"We now have deeper insight into who our customers are, and what we must do to make our brands appeal to them," Kennedy said.

In addition to helping create a new logo, the research also helped Delta reposition its three brands to more accurately reflect the needs of the end-user.

In related news, Delta also unveiled several new products and finishes: