Electrolux is a trademark of the largest manufacturer of household appliances. It appeared in 1919 in the city of Stockholm (Sweden). It is the result of the merger of two specialized companies – Lux AB and Svenska Elektron AB.
Meaning and History
In the first half of the brand’s existence, its logos resembled a handwritten name. The font was italic. But graphic symbols appeared many years later – in 1962. All subsequent options were built on it with minor changes.
1916 – 1960
There was only one inscription on the emblem of that time – the name of the company. It was arranged in a line and consisted of italic type, reminiscent of handwritten text. Moreover, the words were semi-connected and were at a small distance from each other: on the left – “Electro,” on the right – “Lux.” Each part started with a capital letter. The lines were smooth and rounded, and the “L” gracefully merged into “x.”
1960 – 1962
In 1960, the designers proposed a new vision for the logo. They added a globe pattern with a thin black line at the edge, followed by a wide white one. In the center, there was an arch covering the word “Electro.” After the transfer from the top line, below was the second part of the name, made with a lowercase letter – “lux.” A semicircle served as its background, from which sharp rays radiated in different directions. The “E” was so wide that it spanned two rows at once. The upper part of the icon contained a map of the planet, drawn by parallels and meridians, and the lower one was black.
1962 – 1990
This emblem is based on a combination of graphics and lettering. It was then that the company got a brand name that vaguely resembles a sideways triangle with open corners. Its two sides are lunate; one is straight. The dark figure is located in a white circle, which is placed in a black square. Below it is the name of the electrical engineering company, written in thin print.
1990 – 2015
The home appliance manufacturer got a new trademark that year. The designers took the previous version as a basis, swapping the elements and rescaling them differently. Since then, the geometric shape has become smaller and has taken place in front of the word “Electrolux.” The font was enlarged, and serifs were added.
2015 – present
After a redesign in 2015, the company began to use a more modern logo: concise, simple, and easy to read. Specialists from Prophet’s London office handled it. They removed the “Thinking of you” slogan and changed the color.
Font and Colors of the Emblem
Electrolux has had many emblems in its history. At first, they consisted exclusively of text. A graphic icon was then added, but it did not last long, as the company decided to emphasize the simplicity and availability of its products to customers. To this end, she chose a logo with a name. It is located on one line and is in individual block letters. “E” is rounded at the bottom left, while “t” has a third of the lower leg and half of the upper segment cut off. On the left is a miniature icon – the manufacturer’s technical symbol.
The trademark’s corporate identity is clear geometry, which is present in all versions of the logo – the changes concerned mainly the verbal part. The word was first written in the Pantone Combination System font, and then it was replaced by the custom Electrolux Sans. Branding now comes in three flavors: regular, light, and bold. The predominant colors are white and black (in the beginning) and white and blue (now).