AEG unveils new look

Brand and marketing consultancy Prophet has revealed a redesign for home appliance brand AEG.

Prophet was tasked with creating a striking, visual identity to deliver the brand’s new direction, overhauling all aspects of its identity.

The brief was to bring the brand to life across the entire consumer journey. This included the redesign of AEG’s in-store displays and retail guidelines, as well as ensuring the digital experience conforms to the new brand.

AEG’s corporate red colour was retained but made darker, richer and more premium. The logo was updated, removing the Electrolux ‘parent’ brand symbol, and simplifying and modernising the logotype to become a symbol in itself. The new typeface appears across all platforms, including new product display screens.

The updated brand refocuses the story of AEG being ‘always an idea ahead’ with products that deliver ‘ultimate responsiveness and exceptional results: an oven that talks to you like a waiter would at a restaurant – asking if you want your meat rare, medium or well done; a fridge with flexible door storage that can be customised according to your needs; or a washing machine which softens the water before washing’.

Dan Arler, head of Electrolux Major Appliances Europe, Middle East and Africa, said: “At its heart, our strategy is about the best-in-class experiences we can help consumers achieve. We want to help people cook the best meals ever for their families and friends, with products that speak their language, and to offer appliances and expertise that support them in caring for their clothes so they stay new and great looking for longer.”

Gregg Finlay, creative director at Prophet, London, added: “Buying an appliance can be a confusing experience, whether in-store or online. The new brand allows AEG to tell their stories in much richer, meaningful ways. Crucially, the brand is really single-minded, so no matter where you are in the consumer journey it is expressed consistently, whether that be visually, verbally or experientially.”

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