Electrolux has unveiled a new visual identity for the company brand that includes a refreshed logotype as well as new imagery and colours.

“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,” said MaryKay Kopf, chief marketing officer of the Electrolux Group.

The new logotype introduces the company name in a new font, designed exclusively for Electrolux, and puts increased emphasis on Electrolux’s symbol, first used in 1962.

“With such a distinctive symbol at the forefront, it communicates modern and innovative while maintaining the associations of trust and quality that consumers have come to expect from our brand,” MaryKay Kopf said.

The new visual identity will be seen in-store, online, on packaging and through mobile devices. The roll-out will happen in phases starting from this month onwards.

“A visual identity is much more than a change of logo and colour palette. It represents a new sense of Electrolux as a brand, what we and our products and services stand for and how we want to be perceived,” MaryKay Kopf said. “The new visual identity will build greater recognition by engaging people in a positive and emotional way; helping to inspire them, identify key benefits and find what they are looking for.”

Electrolux products include refrigerators, dishwashers, washing machines, cookers, air-conditioners and small appliances such as vacuum cleaners, all sold under multiple brands like Electrolux, AEG, Zanussi and Frigidaire.

The company reportedly sells more than 50 million products to customers in more than 150 markets every year.

Source: Electrolux