Prophet London Gives Electrolux a Fresh New Look

Electrolux, the iconic home and professional appliance brand, has introduced a new global visual identity. Created by strategic brand and marketing consultancy Prophet  in London, 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 iconic Electrolux brand symbol.

Prophet in London worked in close partnership with the Electrolux marketing team on the project, which will enable the creation of unified and distinctive communications. Understanding consumers and their desire to see the results, not the features, was the key motivation. 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 iconic 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 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.

Hector Pottie, Associate Partner and Creative Director from Prophet, London, added: “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. 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.”