AEG, the premium brand of the Electrolux Group, has unveiled a bold new look along with its first-ever sound identity, offering a modern expression for the 137-year-old German brand. The refreshed identity coincides with the launch of AEG’s best-ever kitchen range.
“We are proud to present a sharpened and more contemporary AEG brand,” says Tom Astin, AEG brand and strategy director. “Our consultations with consumers, along with innovative product developments, have resulted in a bolder, more progressive brand expression. A distinctive visual identity, featuring updated colours, honours our heritage. The inclusion of darker hues alongside our traditional red provides greater distinction and reinforces AEG’s premium market position.”
Consumer testing of the new look has been positive, with solid feedback from both customers and retail partners. The update was developed with growth and transformation firm Prophet and will be applied across all channels, from visual assets and online content to in-store environments. This shift underscores AEG’s commitment to bold design and innovation, recognised through numerous awards.
Gregg Finlay, executive creative director at Prophet, adds: “This refresh demonstrates how to keep a heritage brand relevant and distinctive in today’s market.”
Alongside the visual refresh, AEG has introduced a sonic identity developed by MassiveMusic. This is the brand’s first sound identity.
Laura Jones from MassiveMusic explains: “We created a suite of sounds blending warm strings and electronic textures to match AEG’s new visual identity. The result is a sophisticated yet cool sound that perfectly aligns with the brand’s ethos.”
Astin comments: “The sonic identity allows us to connect emotionally with consumers. Our testing showed strong memorability and appeal, and we believe it complements our brand promise to Challenge the Expected.”
The updated identity supports the launch of AEG’s most extensive kitchen range, featuring products across all categories and available Europe-wide from September.
