Home and professional appliance brand Electrolux has introduced a new ‘global visual identity’. All assets have been refreshed, including the brand logo, imagery and colour. As well as modernising the logotype, the identity is designed to have more stopping power in retail environments. A customised font was also developed, reflecting the shapes present in the Electrolux brand symbol.
Created by strategic brand and marketing consultancy Prophet in London, working in partnership with the Electrolux marketing team, the key motivation behind the designs was ‘understanding consumers and their desire to see the results, not the features.’ From ‘crisp, clean clothes’ to a ‘beautifully poached egg’, the new imagery is designed to show the benefits of using Electrolux products.
The new logotype introduces the company name in the new font, and puts greater emphasis on Electrolux’s brand symbol, first used in 1962. The new visual identity will be rolled out globally across all channels – in-store, online, on packaging and through mobile devices – in phases from January 16, 2015.
Electrolux Group chief marketing officer MaryKay Kopf said: “Electrolux is on a journey to become a world-class consumer marketing company, with a clear focus on consumer driven innovation and strong brands. 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.”