Standard was established in 1903, and the name was chosen because the cars were made from standard patterns with interchangeable parts - a nig innovation in its time. And early cars certainly set a high standard, with the Flying models of the 1930s widely admired.
After WW2, that success seemingly continued, with the company buying (and rescuing in the process) Triumph and launching a selection of new models that were advanced (in both engineering and looks) spearheaded by the Vanguard. But when Leyland Motors took over in 1961, Triumph became the dominant marque. The marque died in 1963, as much a victim of changing language as anything else since the word ‘Standard’ was no longer as flattering as it had been