Swedish appliance giant Electrolux has today unveiled a new logo and ‘visual identity’, designed to convey more power and stand the brand out from the crowd.
“Electrolux is on a journey to become a world-class consumer marketing company, with a clear focus on consumer driven innovation and strong brands,” said Electrolux CMO MaryKay Kopf. “A key ingredient of this is to create an exciting and differentiating brand experience that is consistent across every consumer touch point.
“Our new visual identity will help us achieve that, in a digital and retail landscape that has changed dramatically over the past years.”
Let’s take a look at the new logo:
“Electrolux is on a journey to become a world-class consumer marketing company, with a clear focus on consumer driven innovation and strong brands,” continued Kopf. “A key ingredient of this is to create an exciting and differentiating brand experience that is consistent across every consumer touch point.
“Our new visual identity will help us achieve that, in a digital and retail landscape that has changed dramatically over the past years.”
UPDATE: Electrolux’s new logo was designed by London-based strategic brand and marketing consultancy Prophet.
“We set out to create a visual identity that would enable Electrolux to tell its story to the world in an appealing way; it was crucial to present the benefit of a product and not focus on features,” said associate partner and creative director Hector Pottie. “In addition, the identity has to work hard to stand out from the crowd and unify the brand at every point people encounter the brand.”
Comment/Analysis
We love a good logo here at Appliance Retailer and we’re happy to give Electrolux ‘two thumbs up’ for this new design. We love the curved lines on the ‘e’, ‘c’ and ‘o’, which contrast nicely with the sharpness of the ‘x’ at the end. What do you think? Let us know in the comments!