Electrolux Debuts New Logo for New Era

Electrolux pulled the wraps off a new company logo today at the Kitchen & Bath Industry Show (KBIS). The logo refresh was just one among many debuts from the Swedish-based company, which used KBIS as a launchpad for new cooking, laundry, and refrigeration products under both the Electrolux and Frigidaire brands.

The aesthetic overhaul kicks off what should be a very big year for Electrolux. Later this year the company is expected to finalize its purchase of GE Appliances for $3.3 billion. Electrolux expects its North American sales to double as a result of the acquisition.

The new logo, designed by the London-based Prophet, ditches the older look in favor of a smoother, more modern style.

Electrolux will retain its widely-recognized brand mark, the encircled "E," which has been in use since 1962. That design was the result of a competition won by Carlo L. Vivarelli. He called his entry "Sun/globe concave/convex." It was a hit with the Electrolux judges and has been in use ever since.

This is hardly the company's first rebranding effort in its 114-year history, but it appears to be the first time a san-serif font has been employed. For a fun look at the logo through the ages, check out the video below.