“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)
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.
Images (opinion after)
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.