Opinion BY debbie millman

Ninety Years of Refrigerators, and Logos

The Frigidaire brand celebrated its 90th anniversary in 2006. Still a leader today in the “white goods” (major household appliances), the company currently offers a line of appliances which include refrigerators, freezers, dishwashers, washing machines, dryers, microwaves, air conditioners, and both gas and electric stoves.

Early crown logo embedded with “F”.

The very first electric refrigerator was introduced in 1913, but in 1915, designer Alfred Mellowes created a new version and in 1916 he founded the Guardian Frigerator Company to manufacture his invention. Each refrigerator was handmade, and took over a week to assemble. Consequently, in less than two years his company had lost over $30,000 and was nearly bankrupt. Entrepreneur William C. Durant, the founder of General Motors, saw the potential of Mellowes’ creation and bought the company in 1918. He immediately renamed the firm Frigidaire. It was at that time that the original crown logo with the embedded “F” was created, but shortly after the acquisition, Durant commissioned a typographic variation which was more in line with the style being used for the General Motors logo. In addition, the phrase “Product of General Motors” was added to the mark.

Introduction of the script logo in 1955.

Samples of Frigidaire and GM brochures. A PDF of the A to Zero of Refrigeration can be found in all its retro glory here.

In 1955, General Motors eliminated the crown and created a script identity that existed until GM sold the company to Westinghouse in 1979. Until that time the company created numerous manuals and brochures, but after the acquisition, the Frigidaire mark all but disappeared.

1986 crown logo, above. Other logos, years unknown, below.

In 1986, Westinghouse became a subsidiary of Sweden’s Electrolux, and Frigidaire was reintroduced and repositioned as a premium brand featuring European styling and high-performance features; it was at this time that the first stainless steel offerings were introduced. Under the direction of longtime Electrolux executive Hans G. Backman, Frigidaire underwent a visual makeover as well, which included a new crown logo.

Hello again, script logo.

In 2001, in an effort to celebrate the heritage of the Frigidaire brand while introducing an entirely new line of products, Electrolux took the logical step of bringing back a version of the original logo. And in 2006 the logo was once again redesigned to commemorate the company’s 90th anniversary. Most recently, Frigidaire underwent yet another logo redesign. According to their press materials:

“Frigidaire will unveil a boldfaced new logo and look to celebrate the introduction of 250 new appliances with specific time-saving features engineered to help mothers spend less time doing routine housework and more time doing what they love. The appliance leader stands behind its claim, offering a “More Me-Time” Guarantee: moms will save a minimum of eight hours a month by using a combination of select Frigidaire time-saving appliances or they can return them for a refund of their purchase price.”

New logo applications.

Sadly, the new logo is bereft of both the script typography and the crown; it now features a fairly derivative triangle tucked into the letterforms in place of the letter “a.” The triangle icon has been seen many, many times before, two examples that quickly come to mind are the Bass Ale identity and the Silence=Death logo for the organization Act Up.

What is saddest still is viewing the logo in color. The placement of the red triangle results in breaking the word Frigidaire into two separate words: Frigid and Ire. Given that these products are specifically marketed to moms, this messaging system is likely not going to appeal to anyone.

Thanks to Alex Nardi for the tip.

DATE: Oct.19.2009CATEGORY: Consumer products 122 COMMENTS

Chad Kaufman’s comment is:

"to help mothers spend less time"
"moms will save a minimum of eight hours a month"

****

Sounds like their message and vision of gender roles is still ninety years old as well.

On Oct.19.2009 at 07:37 AM

Jason’s comment is:

This just feels incredibly uninspired to me. I get no real sense of history or legacy with this mark at all. And I completely agree that the red triangle breaks the word into "frigid" and "ire", which clearly makes no sense at all.

p.s. Wow... my eyes hurt after looking at the red/grey combo.

On Oct.19.2009 at 07:39 AM

Maxime’s comment is:

I really liked the vintage look of the old logo with the attached letters. The new logo is boring and ugly...

On Oct.19.2009 at 07:40 AM

Dennis Van Staalduinen’s comment is:

This one has raised my Frigid Ire.

This company has so many classic identity options (which speaks to restless, fickle brand management over the years), why start from scratch with a brand new helping of visual pablum?

Something's rotten in the back of this one...

On Oct.19.2009 at 07:46 AM

ScottyM’s comment is:

I prefer the vintage look. The first thing that came to mind was they mistakenly lost the "Frigid" - "Air" feel/nostalgia of the name.

But to replace it with Frigid - Ire? That's the kind of subtle (or not so) mistakes that people get fired over. Hundreds of thousands of dollars, if not millions, will go into attaching this new look to products. And nobody saw the ire?

You're fIREd.

On Oct.19.2009 at 07:48 AM

Tom Petty’s comment is:

Definitely a step backwards in my opinion. Not only is the new wordmark bland and over-done, the colour of the triangle sticks out like a sore thumb as well as separating the words.

On Oct.19.2009 at 07:52 AM

Mashrab’s comment is:

Old logo looks like Pininfarina's logo

On Oct.19.2009 at 07:54 AM

Chris Thorpe’s comment is:

It's so disappointing to see such a wonderful wordmark disappear, only to be replaced by something that looks so stock. Yes, the script is dated and maybe retro has had its day, but there is a real charm present within the old logo that is simply missing from the new one.

Why not take the script logo and update it? There are any number of contemporary script faces the would serve as an excellent basis for a new Frigidaire logo. You could have some real fun with a great, swooshy mark (similar, perhaps, to General Electric?).

On Oct.19.2009 at 07:59 AM

angela’s comment is:

ugh! what are they doing? is there any significance at all to the red triangle 'a'? i just don't see how this logo will benefit them at all.

p.s. the range shown in the brochure is the exact one that my grandparents still use! :D

On Oct.19.2009 at 08:10 AM

Nate B’s comment is:

Awww man. This should have never been tampered with. I loved the vintage look it had before. At least then it had some character. Now it looks like everybody else out there. Way to go.

On Oct.19.2009 at 08:27 AM

John Leschinski’s comment is:

Epic Fail.

On Oct.19.2009 at 08:29 AM

Plamen’s comment is:

OK, I understand the script logo had to go - even though everyone seems to love this sort of type it dated and already generic.

It's mostly a US-orientated company obviously, but the use of a triangle to replace the A is very illogical, given that the shape is way too similar to the letter D in Greek (delta) and Cyrillic.

On Oct.19.2009 at 08:31 AM

Alex Parisi’s comment is:

Don't fix what is not broken.

On Oct.19.2009 at 08:47 AM

Rob O.’s comment is:

I know that Frigidaire makes more than refrigerators, but wouldn't it have been a better and more fun play on the name if they had at least made the triangle an icy blue?

I think they should've just done something with updating the classic script logo.

On Oct.19.2009 at 08:50 AM

Nick’s comment is:

I think it would have been very nice if they would have developed something based on the crown mark that they have used in the past... at least it would have invoked some sort of historical reference.

I too liked the "script" logo, but to go from that to what it is now is just plain blah... and that triangle... what the heck does it represent?

On Oct.19.2009 at 09:05 AM

John Mindiola III’s comment is:

Dammit. What an awful way to start the week. That was honestly one of the best logos on the planet, ever. I get so sick of this sort of thing. Why can't the folks behind the brand update the look and feel, and leave the logo alone? They can have really modern ads, with slick imagery, and still keep the script logo. That would be CLASSIC. Seriously, does classic matter to anybody anymore?

Oh, and you know what else keeps a brand modern and relevant? Creating great products! Has ANYBODY ever doubted that Frigidaire makes great products? What was SOOO wrong that they had to create this uninspired new logo?

Just another example of current design trends that I'll have to show my students. Dammit.

On Oct.19.2009 at 09:06 AM

Harper’s comment is:

I think that refrigerators and other kitchen appliances where the one place you could put a script logo of that style and still expect the product to be thoroughly modern. Looking at a Fridgidaire fridge always made me assume there was a glass bottle of Coca-Cola inside, just waiting to be refreshing. With this new logo I'm afraid that I'll be having to re-boot my fridge every time it crashes from some software bug.

On Oct.19.2009 at 09:08 AM

Fish’s comment is:

I always liked the vintage look of the Frigidaire script logo. Not a fan of this new one at all. Loses all brand relevance, looks to me they are just trying to be more contemporary and new like everyone else. @ Chad K. absolutely agree with your comment as well.

On Oct.19.2009 at 09:09 AM

Darrel’s comment is:

This redesign reflects the sorry state of their products' quality quite well.

On Oct.19.2009 at 09:10 AM

obse.’s comment is:

I can't stop seeing the word "Frigid" since you mentioned it.

PS: 1986 crown logo is my favorite.

On Oct.19.2009 at 09:19 AM

Seth’s comment is:

This isn't a new mark...I've seen it around for a few years and they still use the old one. This mark is more for specific category types than the overall brand.

On Oct.19.2009 at 09:23 AM

BK’s comment is:

Did the world really need another logo typeset in Gotham?

On Oct.19.2009 at 09:29 AM

Gage Mitchell’s comment is:

The Appliance Script:

I have to say that the old script type will be missed and even though multiple appliance companies used the same thing (check this out... http://www.fontolia.com/storage/hamilton22.jpg ), I think it fit the industry and times pretty well. The image linked to above is from a Hamilton Appliance which was made by the same company who used to make Hamilton Wood Type. They might still make the appliances for all I know – they have a few on display in the Wood Type Museum.

Hey Armin or Debbie, maybe you could research how Hamilton and Frigidaire got the same logo in the first place. That might be interesting.

As for the new Frigidaire logo... it seems more like an electronics manufacturer than a home appliance now. It's a miss in my opinion.

Thanks for the great post!

Regards,
Gage Mitchell, AIGA

:: Branding & Design
:: GageMitchell.com

On Oct.19.2009 at 09:33 AM

John’s comment is:

This new one leaves me cold. Therefore, does it succeed?

On Oct.19.2009 at 09:34 AM

Josh’s comment is:

Not sure why they thought it was necessary to update one of the most recognizable appliance logos in history...

I don't particularly hate the new one, I just don't get the change of heart.

On Oct.19.2009 at 09:39 AM

Joseph Maguire’s comment is:

I dug the original script. It reminded me of all things American Made. And the brand came with an American made rag's to riches story GM buying a bankrupt company. It makes you wanna say "gosh gee golly" or something rediculous like that :).

But in all seriousness I wish they kept some of that original history in their brand update. This new one has a Triangle holding a red triangle inside of it. I hate to say this but this company started with making refrigerators, but a concept that has a red triangle inside of a triangle represents containing heat like an oven. Now is it me or does it seem really weird that a logo that sounds like "cold" actually is containing conceptual warmth?

And besides that, theirs just no connection to the history of this company it looks neutered and it's going to be another mark people passover with their eyes and think to themselves "generic" IMO.

On Oct.19.2009 at 09:43 AM

Fionn’s comment is:

Aww man. I love those vintage script logos. They just scream that the company sells fridges.

So much character lost.

On Oct.19.2009 at 09:43 AM

Kostadin’s comment is:

I love the script logo. Maybe because I'm a car nut and would love to have the electrical appliance equivalent of a '60s style sport car.
New one is too generic :(

On Oct.19.2009 at 09:45 AM

Azucar’s comment is:

I'm a mom and the primary user of what would be Frigidaire appliances.

HATE the new logo.

HATE, HATE, HATE.

I will be replacing appliances soon, and you can bet that I'm not going to pick Frigidaire if I have to stare at that logo for the next 50 years. Blah!!

On Oct.19.2009 at 09:46 AM

Joe Bloggs’s comment is:

Good job ignoring all the brilliant vintage logo elements and heritage, including the beautiful script font. Good job using a red triangle as your strongest option to communicate "we make things cold". Good job missing every opportunity right in front of your eyes to make this beautiful.

On Oct.19.2009 at 09:50 AM

Mike’s comment is:

NOOOOOOO. Don't fix what ain't broke.

On Oct.19.2009 at 09:56 AM

Violet’s comment is:

I would wish the company would see this blog post and reconsider. I'm in the same boat with everyone else... and what the hell:

RED does NOT = COLD

BLUE = COLD idiot!

I understand the script was old and dated and maybe they were due for an upgrade... but not a downgrade. It amazes me how some of these companies even score these big names... I mean really, how do they do it?

On Oct.19.2009 at 10:21 AM

arnoldP’s comment is:

What a horrible way to kill an iconic, strong and effective logo.

On Oct.19.2009 at 10:44 AM

DonKelly’s comment is:

If they were going to use the color in the triangle to represent the particular product... red for ovens and microwaves, blue for fridge and freezers etc.. then maybe .. but if this plain typeface is a "trend" then I will definitely be bucking the trend.

I would have gone with an updated script and work a crown in there somewhere as a nod to the NINETY years of history. But then again I'm not a big name designer so what do I know.

On Oct.19.2009 at 10:44 AM

Ainsley’s comment is:

I like the old one much better - don't see the necessity for a re-design. The triangle makes me think "delta, " which I can't figure out the significance behind. And why red? Not cool.

On Oct.19.2009 at 11:06 AM

Jason Schwartz’s comment is:

I agree with all the comments, that the "red" should be hot.

I actually like the new logo as it shows up in the applications. 2-D it's kind of lackluster, but it really can be a nice modern twist for the old cursive. It looks great on the appliances.

OK so the rebrand is complete, now the website needs to be redone. I offer up my services to Frigidaire. Call me.

On Oct.19.2009 at 11:20 AM

Richard’s comment is:

An interesting tidbit:

In Québec, the brand "Frigidaire" has been "bastardized" into "frishdaire" (imagine the French accent - /f?i.?i.d??/) to mean any generic refrigerator. http://fr.wikipedia.org/wiki/Frigidaire_%28marque%29

On Oct.19.2009 at 11:21 AM

Rico’s comment is:

No!!!! I love(d) the Frigidaire script. So clean and classic. They could have stuck with that forever like Coke or GE (with the occasional minor tweaks of course). This seems like a mistake to me.

On Oct.19.2009 at 11:28 AM

Racine personal injury lawyer’s comment is:

The new one is nice, but the old one was great. They traded in an A+ for a B-. Sometimes you need to change up the dynamic, but did we have to lose the logo to do it.

On Oct.19.2009 at 11:32 AM

Adam Bestwick’s comment is:

Totally agree with the comments regarding the unfortunate break in the word.

Not sure what they're trying to achieve with the triangle device (surely an upward pointing arrow with a red infill is implying increased temperature??)

What a real shame to lose that script too.
I would have liked to explore an option with the retro script tightened up to lose it's inter-character spacing.

Pity.

On Oct.19.2009 at 12:01 PM

Juliana’s comment is:

NOOOOOOOOOOOOOOOOOOOOOOOOOOOO

On Oct.19.2009 at 12:10 PM

Zack’s comment is:

Designer: Hey, I got this new font called Gotham...

Seriously, people need to stop using Gotham in logos. Especially for things where it has no business being used. The old script logo was TONS better than this 5 minute redo.

On Oct.19.2009 at 12:12 PM

Bjørn Høydal’s comment is:

UNDO

On Oct.19.2009 at 12:12 PM

Ryan’s comment is:

I would have loved to see the classic typeface just given a modern face lift, working out that F so it doesn't feel separate from the other scripty letters would do wonders. I really do enjoy the rhythm though of the dotted "i's" in the old wordmark, along with the repetition of the shapes in the letters.

On Oct.19.2009 at 12:17 PM

eli’s comment is:

The new comes across as nearly militant and totally unrecognizable. The word split is particularly unfortunate: it takes the "aire" suffix, a 50s throwback and a bit of classic Americana feel, and creates "IRE". Ick.

On Oct.19.2009 at 12:18 PM

Randy’s comment is:

Bleh. It's frigid, that's for sure.

Why do companies have to change something nice and iconic?

On Oct.19.2009 at 12:38 PM

Billy C’s comment is:

Ohhh, I have such deep nostalgia for the old logo. My great grandma or Nana, who was born and raised in Bari, Italy would call all refrigerators Frigidaire's.. So adorable. I miss you Nana

- figabell

On Oct.19.2009 at 12:39 PM

jj’s comment is:

This is the graphic design version of demolishing a historic building and building a new ultra-modern structure that ignores its environment, the personality of its neighbors and the history of the site. Just out with the old and in with the bland, ugly and meaningless. This may be my least favorite redesign ever. Just update that script to something a bit more contemporary and you're done. Or leave it alone. Either way, it'd be far more responsible than this. Yuck.

On Oct.19.2009 at 12:43 PM

Rafal S.’s comment is:

I know this is aimed mainly at american market, so I've never seen it on an actual equipment. And as script logos go, I still prever the Pininfarina logo. So, I guess it is cool... sort of.

On Oct.19.2009 at 12:47 PM

Manny’s comment is:

The red triangle is a warning symbol.

Hardly appropriate for product UI.

http://images.google.com/images?start=0&q=warning+red+triangle&btnG=Search+images&hl=en&um=1&sa=2

A great brand, let down by cheap marketing design.

On Oct.19.2009 at 12:48 PM

Brett Wickens’s comment is:

Ah... Gotham, the Helvetica of the 21st Century (see new Hilton, et al.)

Anyway, as is often the case, just when an old logo can be groovy again, someone throws it out and replaces it with something benign.

It could have been much more interesting to build on the heritage of the old logo by restyling it for a new world.

The red warning triangle seems particularly odd for two reasons:

1) it's a warning
2) people don't associate red with reliable refrigeration... and only vaguely with safe cooking

Curious choices indeed.

On Oct.19.2009 at 12:57 PM

Kári Emil Helgason’s comment is:

This part: "to help mothers" makes me hate everything about it. I'm a man and I use household appliances. So does my dad and my grandfather and pretty much every man I know. WTF? Isn't this 2009, people?

On Oct.19.2009 at 01:01 PM

Suomi’s comment is:

I think the Hilton logo has a new challenger for the crown of 'lamest re-design' of the year.

It's a close call.

On Oct.19.2009 at 01:08 PM

Andrew Javorsky’s comment is:

F for FAIL. At least the old one had some brand equity with it. The new is boring, generic and uninteresting considering how the industrial design of their latest products is so retro and interesting.

On Oct.19.2009 at 01:50 PM

Joseph Maguire’s comment is:

After pondering this some more... new suggestion " APPLE + Z "

On Oct.19.2009 at 01:55 PM

JM’s comment is:

Aire Heads.

On Oct.19.2009 at 02:07 PM

Glenn Sakamoto’s comment is:

Uninspired.

On Oct.19.2009 at 02:25 PM

Oisin’s comment is:

I love the redesigned logo!

Just kidding, it's dreadful.

On Oct.19.2009 at 02:39 PM

Bendy’s comment is:

Kids these days love Gotham! You know, the font that Obama used? But, what if, instead of an 'a', there was this TRIANGLE?! You know, like the greek letter Delta? As in Change? As in OBAMA?!? You following me here?? Boy, I think we've got a winner here, Jim...

*THUD*

On Oct.19.2009 at 02:42 PM

Jason’s comment is:

I much prefer the script logo.

On Oct.19.2009 at 02:51 PM

abu’s comment is:

looks like a very crappy hi-fi brand.
enuf said

On Oct.19.2009 at 03:00 PM

EvaBabeDesigns’s comment is:

The old one was a classic that is now back in fashion. The new one is such a departure from anything familiar.

On Oct.19.2009 at 03:05 PM

Adam’s comment is:

Ctrl + z

On Oct.19.2009 at 03:09 PM

Morning Toast’s comment is:

This is a bummer to see. I love the drive-in diner script, but really like the '86 crown logo too. The new triangle just sucks any personality out of the visual brand.

On Oct.19.2009 at 03:18 PM

ash’s comment is:

The script wordmark was awesome. What were they thinking when they redesigned, and why on earth did they turn the A into a red triangle??

Not happy with this 'update'.

On Oct.19.2009 at 03:45 PM

Violet’s comment is:

someone should send them a link to this blog....

On Oct.19.2009 at 04:13 PM

JG’s comment is:

The vast majority of US companies don't actually deliver any value proportional to the price charged so maybe it's a really good thing to disconnect from their past brand images and symbols when they actually did.

You have to actually add value to justify why anyone should accept your brand as a symbol representing promised value as a short-cut to the buying process. The cognitive dissonance of the self-evident lie probably hurts more than it helps.

Radical change from the legacy brand image and symbolism is an absolutely essential requirement to re-aligning symbol and reality! The symbol/sign change is far easier than changing the value reality.

The new symbol screams out: conformity, bureaucratic rigidity and conceptions of elegance without a hint of human-scale design or concern. Pretty much a perfect representation for a US Fortune 1000 company if you ask me. I think they subconsciously got it right on the nose.

High-tech entrepreneur artist-engineer with an MBA

On Oct.19.2009 at 04:33 PM

andyRespire’s comment is:

I just spontaneously burst into tears at seeing they ditched their beloved script.

The extreme horizontal nature did pose a problem when the logo was used very small, or as 1-of-a-dozen logos on a store brochure/ad. I'm surprised they never isolated that script 'F' & let it stand as a brand icon.

We are well into year 2 of a decade-long Gotham-type-trend. Gotham is most definitely love-worthy, but it's sad that everything new uses it. As lemmings, we follow each other off the cliff until a decade is defined by that style & we all hate it. I can't wait till it gets reborn 30 yrs from now & is called 'retro'.

On Oct.19.2009 at 04:41 PM

andyRespire’s comment is:

Triangle = slow moving vehicle?

Crown: I suppose at some point 40-50 yrs ago, brands realized they all claimed to be the best in their industry, & using a crown to say that was too cliche - unless you have a synonym for 'monarch' in your name.

On Oct.19.2009 at 04:51 PM

Nic Eldridge’s comment is:

One word. Generic.

Looks like another win for the Blanding Industry.

On Oct.19.2009 at 05:15 PM

CDM’s comment is:

The use of red in the divisive triangle conveys heat instead cold. Also the triangle points up, which seems like a rise in temperature instead of a drop. Not a fan of this redesign.

On Oct.19.2009 at 05:15 PM

Jeremy Heilpern’s comment is:

I'm pretty depressed about the new logo... I was feelin' the retro look.

On Oct.19.2009 at 05:17 PM

Koodoz Design’s comment is:

What a shame...

On Oct.19.2009 at 05:20 PM

Kerri’s comment is:

This makes me so sad. Like, "a little part of me is now broken", sad.

On Oct.19.2009 at 06:13 PM

Mog’s comment is:

I agree with, well, everything else everybody said. Seriously, I don't think I read one positive response, which is saying something, because there's usually at least a few dissenting voices. But here, no.

Unsolicited prediction: The "before" logo will make a less-than-triumphant comeback in about seven years, for the brand's 100th anniversary. If not before.

How on earth did they think the FRIGID !ERROR! IRE logo would look *more* premium? You stand out by, uh, standing out, not blending in. The old logo was storied and unique and sort of quirky.

I honestly can not comprehend what the designers (or the Electrolux execs) were thinking. I mean, with stuff like the 2005 at&t redesign you at least sort of got a sense of what they wanted - they wanted to be friendly and squishy, whatever. But here, I honestly have no idea.

Worst rebranding of the year, and not a bad candidate for the decade. It is wholly inappropriate, on every level (seriously, an upward-pointing red triangle?).

On Oct.19.2009 at 06:35 PM

Mog’s comment is:

I honestly can not believe how bad it is.

And I love Gotham.

On Oct.19.2009 at 06:36 PM

Sebastien’s comment is:

Wow... That frigid/ire fiasco is one giant blunder. I smell another New Coke/Tropicana reversal...

Now that you've featured it on Brand New, we just need the NY Times to pick it up, and we'll be all set. Just hang tight!

On Oct.19.2009 at 06:40 PM

RW’s comment is:

Looks a lot like SESAC's logo.

http://www.a3cfestival.com/wp-content/uploads/SESAC-LOGO.jpg

SESAC website: http://www.sesac.com

On Oct.19.2009 at 07:52 PM

Jonathan’s comment is:

Ugh...Gotham...again? >__>

Overall, I'm not really a fan. This logo over a blue to white gradient? Ewww. Honestly, I think they should have went back to the original crown logo and made modifications to it to make it more appealing to people of today.

Overall: 1/5
Logo: 1.5/5
Graphical execution: 0.5/5
Physical execution: 1/5

They missed what could have been a great opportunity. I understand the retro is getting worn out too (it is) but in cases like this, I think it might work.

On Oct.19.2009 at 08:51 PM

austin howe’s comment is:

Ick.

On Oct.19.2009 at 09:12 PM

Stefan Hartwig’s comment is:

Most of all, I'm absolutely going to miss the script. The new version looks so terribly cheap.

On Oct.19.2009 at 11:13 PM

Mary C’s comment is:

The Fridgidaire brand team need a firm scolding from the Fridgidaire CEO.

JUST NOT GOOD ENOUGH.

On Oct.19.2009 at 11:58 PM

Michael L’s comment is:

Just because it's Gotham, doesn't mean it will work.

On Oct.20.2009 at 12:32 AM

Hadi Alaeddin’s comment is:

OBJECTION!

Why would anyone think this is the right way to go? be it the marketing directors who thought the script type was dated? or the designer who thought no one ever thought of the dated cliche of the triangle pointing upwards A???

give me a break... Frigidaire wasn't broken! why anyone felt the need to fix it is beyond me!

On Oct.20.2009 at 01:51 AM

Jeremy Mace’s comment is:

Very few redesigns garner this much animosity. And very few times do I agree with EVERY comment. This is wrong on so many levels. This is a great company with a great brand that now has a God-awful logo!

On Oct.20.2009 at 07:40 AM

deleteriousdee’s comment is:

CTRL+Z, Undo!

On another note, I imagine people will mod their appliances now to carry the old emblem, like how the Russians put BMW emblems on Audis (don't ask me why).

On Oct.20.2009 at 08:21 AM

orangetiki’s comment is:

I think it only looks passable on the metal badge itself. But a red core in a triangle A? (someone said that it a red triangle is a warning label in UI. so you KNOW it isn't thought out well)

What are you trying to say about Frigidaire with this logo? Why even do this? Too many people snickering asking when the Fridigaire car is coming out?( reference to the 2000 lettering ) Did frigidaire go to some bidding website to get a designer?

Bring back the crown

On Oct.20.2009 at 09:31 AM

Camille’s comment is:

WOW. I did not see that one coming. The new logo is bereft of any personality or character. Did the designer do this on his/her own, or was there some exec who said, "Hey, you know what I really like? Triangles!"

I agree with a couple of the other comments - a return to the 'classic' Frigidaire will (should) be coming soon.

Blech.

On Oct.20.2009 at 10:01 AM

Kim’s comment is:

All I want to know is "Who is Responsible?"

Who 'designed' this?

Anyone know?

On Oct.20.2009 at 10:59 AM

Dirk’s comment is:

Yuck.

On Oct.20.2009 at 02:12 PM

Angela’s comment is:

Aw man, the script logo is so pretty. I love the vintage look! The 1986 crown logo is pretty awesome too! This new logo just looks normal and boring.

On Oct.20.2009 at 02:20 PM

Nestra’s comment is:

Epic Fail.

I can't even understand the psychology of the new logo design. It is Frigidaire, so obviously they had to have gone through some sort of brand analysis and had a philosophy going into the logo change, but I just don't see it.

The previous logo sums up their brand - ageless and reliable with a long history of appliance production. The new logo makes me wonder if this is the same Frigidaire or a cold, cheap imposter.

On Oct.20.2009 at 04:32 PM

Very simple’s comment is:

Horrid, just horrid. The old logo has so much more style. Why the hell did they choose red for the triangle? That implies heat! Ironic for a name with "frigid" in it.

On Oct.20.2009 at 07:20 PM

Most Interesting Ideas’s comment is:

Beautiful brand evolution

On Oct.21.2009 at 01:10 AM

Natacha’s comment is:

In French speaking countries Frigidaire has become a generic word for fridge. Same thing is happening for the brand Velux, it is a generic word for roof windows. Lawyers are trying to fight this trend but it is quite tricky.

Regarding the logo the old one was so much better !

On Oct.21.2009 at 02:50 AM

Kana’s comment is:

EPIC FAIL.

Can I have a fork to gauge out my eyes? Maybe a blur in vision and significant blood loss will make this look a little better than what I'm seeing. WTF happened here???? And seriously, why do they just sell design software to anyone? I almost wish a portfolio was required to buy them because these days, everyone and anyone thinks they are a (good) designer. THINK AGAIN.

(Partial) joking aside- this is terribly tragic. I think to loose the vintage feel and nostalgia of the brand- something that resonated with the consumer for such a long time, is a HUGE mistake...Could it have used an update? Ok, sure. But did they really think that total abandonment of all personality and character was such a clever, well-calculated move? It's generic and cheap...it's unrecognizable, forgettable. C'mon Fridgie- hire a decent branding firm, do your research, and get with the program!!!

Crossing my fingers for a Tropicana moment.

On Oct.21.2009 at 05:21 AM

Julio’s comment is:

@Natacha
in my country (Chile) happends the same thing. A lot of people calls the refrigerator as frigidaire.

On Oct.21.2009 at 08:59 AM

Jen’s comment is:

Epic FAIL. Unreadable, boring, boring, unreadable, boring, and unreadable. Not to mention boring.

Sad, really. I can't believe how much I hate that triangle. What the heck does a triangle have to do with a refrigerator?

On Oct.21.2009 at 02:28 PM

Koyo’s comment is:

This one Rocks!

http://www.underconsideration.com/brandnew/archives/frigidaire_crown_logo.jpg

On Oct.21.2009 at 03:21 PM

True Refrigeration’s comment is:

I really liked the vintage look of the old logo with the attached letters. The new logo is boring and ugly... True

On Oct.21.2009 at 08:18 PM

Julio’s comment is:

The replacement from an A to a triangle is not new, but every time i see it on a logo brand i remember the ALCATEL logo:

On Oct.22.2009 at 09:01 AM

cdubya’s comment is:

I agree with Koyo - the serif crown one was the best. The script was nice to, now it seems they have NO identity.

On Oct.22.2009 at 09:58 AM

BlindAcreMedia’s comment is:

I am stuck on this logo. This is the second time I have seen it and I keep going back and forth between the two. I keep wondering why the triangle A is red. Why isn't it blue?

On Oct.22.2009 at 02:14 PM

Patrick’s comment is:

The crown version ROCKS.


Nostalgia aside, the new logo is still awful. Red isn't the problem because I'm sure the appliances include microwaves, ovens, etc., and I love Gotham. But not for this. Something unique, custom, and that doesn't look like a knock-off power tool logo would do.

On Oct.23.2009 at 01:24 AM

morris’s comment is:

Much as I like the vintage logos, I can guess why the company wanted to move away from the "retro" vibe for what they're positioning as high-tech, computer-controlled kitchen equipment. (The triangle even specifically reminds me of Leading Edge, the old PC clone manufacturer; which is obviously not the most up-to-date computer association.) And at least on the chrome appliance badge, I don't think the logo looks too bad; I can see how it says "classy 2000s quality" in an admittedly bland, corporate way (which must have been what they wanted).

But the treatment in the ad looks totally inappropriate to the product -- it looks like a stereo ad (as someone else said). And, as others have also noted, the "moms/mothers" refs. in the copy is totally bizarre.

On Oct.23.2009 at 02:24 PM

fiftyfootelvis’s comment is:

Nobody loves the vintage script more than me, but we need to remember that we are all type geeks.
I can see them having a concern with appearing old-fashioned to the general public and wanting something that felt more modern.

However, I really don't get what they're trying to convey with the red triangle.
It seems a completely arbitrary choice.

And yes, the separation is an issue as well. Cold Anger. Not a great message.

On Oct.23.2009 at 07:37 PM

Mr Miyagi’s comment is:

The new one is depressing and uninviting. The old script logo from the art deco era will be missed. A true classic.

On Oct.24.2009 at 11:48 AM

business services’s comment is:

I always liked the vintage look of the Frigidaire script logo.

On Oct.26.2009 at 03:28 AM

Christine Clayton’s comment is:

This is painful. I LOVED the old script logo. So much character, charm and beautifully executed retro simplicity. The new version is so uninspired.

On Oct.26.2009 at 06:46 PM

Hearing Aids’s comment is:

Missed the mark on this one. Wish they would go back to before.

On Oct.27.2009 at 11:46 AM

lyndi parrett’s comment is:

this is a perfect example of a logo that has built some serious real estate in what it's original one looks like and then they redo it to have it look completely different...at first glance and really second and thirds too i would think it is a different company. not the one that i have grown up with and the one my mother has loyalty too, and what is that purpose? they could of created a refreshed one.

On Oct.27.2009 at 01:49 PM

Ian Thomas’s comment is:

The original logo was beautiful. What on earth were they thinking of?!

On Oct.28.2009 at 04:20 AM

Trista Meehan’s comment is:

Possible reasons for this terrible branding decision include any/all of the following...

1)The focus group told them it looked great
2)They fired all their gay designers
3)Ugly is the new pretty
4)Sterile & cold are now official company values

On Oct.29.2009 at 03:52 PM

Mark’s comment is:

It's not perfect but it's pretty good and it brings it into the 21st century.

On Oct.30.2009 at 11:50 AM

Mark’s comment is:

I however don't think they need the red triangle as the A, they could have went with a simple clean wordmark.

On Oct.30.2009 at 12:16 PM

Erin’s comment is:

What the @#*$

I LOVED the script logo. The new one is boring/random/ugly/inappropriate.

And yeah, what is the deal with still marketing fridges solely to Moms in this day and age? That's not just offensive, it's stupid.

Or maybe it's rigged so only Moms can use it --- if a man gets within three feet of Frigid Ire products, they start to shoot out red triangles that will bore you to death while you starve.

On Nov.02.2009 at 12:39 PM

Cindy’s comment is:

Designed by Lippincott.

On Nov.03.2009 at 02:10 AM

Dan Pacey’s comment is:

An absolute disgrace to have swept away that beautiful old wordmark for something so ordinary. It's neat enough (sterile), but I don't think the company understood one iota the value of consumer attachment and sentimentality towards their brand.

On Nov.04.2009 at 09:32 PM

Erwin Bindeman’s comment is:

I loved the vintage logo. These days one can easily get away with an old, but still accredited logo. If the product designers do a great job then the brand can maybe include another target market. Look what Smeg has done. The new logo is boring and sheds away all the 'brand' from back in the day. I'm sorry to say but it looks a bit like a cheap Chinese product. :(

On Nov.06.2009 at 07:59 AM

Jeff’s comment is:

This is proof of people just hating change. The new logo is unquestionably better.

On Nov.17.2009 at 02:12 PM

Mike McVicar’s comment is:

I say go back to the slab serif wordmark with the crown icon. That is by far the most balanced and beautiful logo that they've had!

On Nov.19.2009 at 03:47 PM

ron’s comment is:

if you gotta have the colored in triangle, why make it RED? red is HOT.

On Nov.19.2009 at 04:29 PM