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Prophet London Rebrand Electrolux

Electrolux overhauls branding to deliver consistent messaging

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By Natalie Mortimer, N/A

January 21, 2015 | 2 min read

Electrolux has introduced a new global identity as the Swedish home appliance brand looks to deliver more consistent marketing messages in a contemporary tone.

All visual assets have been refreshed and newly developed by brand and marketing consultancy Prophet, including the brand logo, imagery, colour, and logotype.

Understanding consumers and their desire to see results, not features, was the key motivation for the refresh, the new imagery is designed to show the benefits of using Electrolux products in to the Asian market, which has grown 40 per cent annually since 2009, according to the company.

John Holton, partner of Prophet Hong Kong, said: “As tastes in Asia become increasingly sophisticated, people are demanding more from premium brands. We have created an identity system that presents Electrolux in a much more contemporary and intelligent manner – one which joins up experiences and celebrates the attention to detail that goes into Electrolux products and services."

The new logotype introduces the company name in a new font, and puts greater

emphasis on Electrolux’s brand symbol, first used in 1962.

MaryKay Kopf, chief marketing officer of the Electrolux Group said the company is "on a journey" to become a world-class consumer marketing company, with a 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".

The new visual identity is now rolling out globally across all channels – in-store, online, on packaging and through mobile devices.

Prophet London Rebrand Electrolux

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