AEG, Electrolux Group’s premium brand, has launched a bold new look and its first-ever sonic identity to keep in line with the changing modern expression. The brand worked with Massive Music for its unique sound.
Tom Astin, AEG Brand and Strategy Director, said they are proud to present a sharpened and more contemporary AEG brand. “Our consultations with consumers, together with strong product innovations, have been translated into a bolder and progressive expression through visual and sound in a world where distinctive characters play a central role alongside a color scheme that sets AEG apart from its competitors.”
Astin highlighted that the evolved color palette pays homage to their beginning as a brand back in 1887 with the use of red but now the application of darker hues creates more cut-through and distinction. He described this as a modern update that strongly conveys the brand’s premium position in the market.
Gregg Finlay, Executive Creative Director and AEG Account Lead at Prophet, said ensuring that the brand remains relevant and distinct is a big challenge. “This refresh not only highlights the importance of evolving a brand with a rich heritage but also stands as a testament to our creative partnership with Electrolux Group.”
Sonic Identity Reflects AEG World in Audio
Laura Jones, MassiveMusic London, said it was a unique opportunity to bring a contemporary edge and relevance to a trusted, household brand through sound. MassiveMusic drew inspiration from AEG’s heritage, design ethos, and positioning. “We blended warm, elegant strings with electronic textures, underpinned by a highly recallable melody,” Jones said. “The result is a modern, warm, and sophisticated, yet effortlessly cool, suite of sounds that are perfectly in tune with AEG’s new visual identity.”
Astin said AEG also tapped into the emotional shortcut that sound provides to create the brand’s first-ever sonic identity. “We wanted to capture the world of AEG in audio. Our tests placed the music suite in the 78th percentile for memorability and 80th percentile for appeal.”
The executive shared that their new sonic identity reinforces the brand promise to ‘Challenge the Expected’.
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