Electrolux’s AEG brand undergoes visual and sound transformation

September 27, 2024 9:47

Electrolux Group’s premium brand AEG has revealed its updated brand identity including its first-ever sound identity to bring a modern touch to the heritage brand.

The new look and sound hopes to contemporise the 137-year-old German brand, working with growth firm Prophet and sonic identity specialist MassiveMusic.

“We are proud to present a sharpened and more contemporary AEG brand,” said Tom Astin, AEG brand and strategy director.

“Our consultations with consumers, together with strong product innovations, have been translated into a bolder and progressive expression – through visual and sound – with a world where distinctive characters play a central role alongside a color scheme that sets AEG apart from its competitors.

“The evolved color palette pays homage to our beginning as a brand back in 1887 by continuing to use red, but now sees the application of darker hues to create more cut-through and distinction. This is a modern update that strongly conveys our premium position in the market.”

The update has been described as a “great vehicle” to carry messaging that conveys AEG’s commitment to innovation. It will be applied to all go-to-market assets including key visuals and online content, events, and in-store environments.

It coincides with the launch of AEG’s new kitchen range and products.

Prophet’s ECD and AEG account lead, Gregg Finlay, said: “Ensuring a brand remains relevant and distinctive is a big challenge for many brands.

“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.”

Laura Jones, general manager and director of client services at MassiveMusic UK, added: “This was a unique opportunity to bring contemporary edge and relevance to a trusted, household brand through sound. Taking inspiration from AEG’s heritage, design ethos and positioning, we blended warm, elegant strings with electronic textures, underpinned by a highly recallable melody.

“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.”

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Lauren McNamara

Lauren McNamara is a freelance journalist contributing to Mumbrella. She previously spent three years at the publication, most recently as the associate editor. She first joined in 2022 after completing a Bachelor of Communications (Journalism) at UTS. She left her staff role at Mumbrella in August 2025.