Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo and Identity for AEG by Prophet
 

before

after

Noted Sep. 8, 2016 by Armin

Industry / Consumer products Tags /

About

“Allgemeine Elektricitäts-Gesellschaft AG (AEG) (German: “General electricity company”) was founded as in 1883 in Berlin by Emil Rathenau and was a German producer of electrical equipment. After World War II Headquarters moved to Frankfurt am Main. […] After acquiring the household subsidiary AEG Hausgeräte GmbH of AEG in 1994, in 2005 Electrolux obtained the rights to the brand name AEG, which it now uses on some of its products. The AEG name is also licensed to various brand partners under the Electrolux Global Brand Licensing programme.” (Wikipedia)

Design by

Prophet

Related links

AEG Spain press release
Electrolux Group press release

Relevant quote
Innovation in products, strategy and marketing exceptional application has created this new aesthetic. A new, modernized corporate symbol without the logo, a color palette under a charcoal background, a combination of bold messages, typography and modern images, elevate this pioneering brand to another level.

AEG Spain press release (Google-translated)

Images (opinion after)
New Logo and Identity for AEG by Prophet
Logo evolution. (Image via Brandemia.)
Logo evolution from last one to new one.
New Logo and Identity for AEG by Prophet
Logo detail.
Logo animation.
New Logo and Identity for AEG by Prophet
New Logo and Identity for AEG by Prophet
New Logo and Identity for AEG by Prophet
On product.
New Logo and Identity for AEG by Prophet
New Logo and Identity for AEG by Prophet
Visual language for communicating product features.
New Logo and Identity for AEG by Prophet
Tag.
New Logo and Identity for AEG by Prophet
Exhibit booth.
Opinion

AEG is one of the oldest brands in the world, dating back to the late nineteenth century and has been rocking the same version of its wordmark since 19-fucking-12. Sorry for the swearing but that's a long fucking time. Damn it. Sorry. It was a charming bit of vintage typography and probably could have gone on for another hundred years. I don't think it makes for a great logo or a bad logo but the fact that it has lasted so long must mean something good. It can't be easy to be tasked with changing this logo and the result is pretty okay — it's another way to skin the cat. It has less personality, or at least less quirk, but seems to blend better with the new range of products being introduced. It could even pass as a car logo (probably because the "A" looks like Audi's old "A"). The typography is confident and sharp and looks really great red on the deep dark gray backgrounds. Hard to get too excited about it, though… kind of like, a change had to happen so this happened so, okay, that's what that is.

Thanks to Brandemia for the tip.

Your opinion…

On Logo


Total

Comments


Share ›

Spotted Around the web

New Logo for ISPO by Dorten

New Logo for ISPO by Dorten
 
Spotted Oct. 16, 2017

New Logo for OCESA

New Logo for OCESA
 
Spotted Oct. 16, 2017

New Logo for Denver Health

New Logo for Denver Health
 
Spotted Oct. 12, 2017

New Logo for UKIP

New Logo for UKIP
 
Spotted Oct. 11, 2017

New Logo for Celestica

New Logo for Celestica
 
Spotted Oct. 11, 2017

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
 
Posted Jan. 4, 2017

Curated Good for Stencils

New Logo for WSP by Sid Lee

New Logo for WSP by Sid Lee
 
Spotted May. 16, 2017