#appliences

The Swedish appliance company Electrolux have worked with Prophet to roll out an updated identity that uses a bespoke typeface influenced by the brand mark.

New identity (above) verses the previous logo (below)

Electrolux is looking to position as a “consumer-driven innovation brand”, says Electrolux group chief marketing officer, MaryKay Kopf.

The new typeface, named Electrolux Sans, better reflects the round edges of the mark, and looks a whole lot more modern being a sans serif font. It has also been created to be suitable as a stand alone feature without the mark, adding more flexibility to the branding.

Prophet says the new identity will give the brand “more stopping power in retail environments”.

Hector Pottie, the Creative Director at the agency says that the rebrand “communicates the human benefit of products”, while also “unifying markets in different regions globally”.

The brand not only works well in print but also in digital, which can be seen in the mockup concept images that have been released below.