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New Logo for Sub-Zero/Wolf by Duffy & Partners



Noted Feb. 19, 2014 by Armin

Industry / Consumer products Tags /


In 1943, Westye F. Bakke built the first freestanding freezer in the basement of his Madison, WI, home. From these modest beginnings, Sub-Zero has become the industry’s most recognized manufacturer of premium built-in home refrigerators. For more than 70 years, Wolf has been synonymous with professional cooking equipment for restaurants and hotels. In March of 2000, the company became part of Sub-Zero and was adapted for the serious in-home cook.

Design by

Duffy & Partners (Minneapolis, MN)

Related links


Relevant quote
After 20 years, it was time to update the Sub-Zero identity to reflect the product innovations, growth and advancements of the company. This update also presented an opportunity to make a better visual connection to Sub-Zero's Wolf line of ovens, whose identity was originally designed by Duffy & Partners in 2001. Wolf ovens are designed and manufactured by Sub-Zero.

The new brand identity visually connects Wolf and Sub-Zero to enhance the position of beautifully designed products for the kitchen with superior quality. A Sub-Zero snow flake represents cold, while a Wolf flame symbolizes heat. Additionally, Duffy created the Sub-Zero Group identity as means to brand the organization.

Provided text

Images (opinion after)
New Logo for Sub-Zero/Wolf by Duffy & Partners
Logo detail, shown as lock-up.
New Logo for Sub-Zero/Wolf by Duffy & Partners
Corporate logo.
New Logo for Sub-Zero/Wolf by Duffy & Partners
Showroom door.
New Logo for Sub-Zero/Wolf by Duffy & Partners
Wolf logo on stove.
New Logo for Sub-Zero/Wolf by Duffy & Partners
Sub-Zero print ad.

The typography between the two brands is close but not close which makes it a little dissonant. They should either be the same or clearly different and right now there is two kinds of futuristic-appliance-sans-serif going on. The best part of this project is the Sub-Zero Group Inc logo; nice typography and nice interplay between the fire and ice icons.

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