Xylem Inc. will market its industrial heat transfer brand, formerly known as ITT Standard, as Standard Xchange.

The name change is part of the transition that has occurred at Xylem following ITT Corp.’s reorganization and divestiture into three stand-alone companies in 2011: Xylem, a global water technology company; ITT Exelis, a defense business; and ITT Corp., which continues as a standalone industrial products and services company.

“The change of our brand name is an important event for our customers and our employees. It signals our future in creating innovative heat transfer products and solutions, while referencing our 95-year heritage in serving the industrial process market,” says Tom Reid, director of Standard Xchange.

The name acknowledges the business’s history, which includes more than 50 years as part of American Standard and more than 25 years as ITT Standard, while at the same time, the name also evokes a connection to the many products and solutions the business provides that enable the efficient exchange of energy.

Formed from several of ITT’s water, fluid handling and analytics businesses, Xylem is a company focused on solving the world’s most complex water - related problems. The Xylem portfolio includes Standard Xchange along with other well-known and respected product brands, including Flygt, Goulds Water Technology and Bell & Gossett.