Logo
Our name, logo and brand promise are our key identifiers and emblems for everything we do and stand for. As our most recognizable assets they are always spoken or applied confidently and proudly across all touchpoints, repeated enough to ensure brand recall. And yes, the logo is always blue or white.
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The Electrolux logo appears in all brand materials unless otherwise indicated.
Make-up
Our logo comprises two elements: The brand symbol and the logotype. It is a contemporary mark that has strong visual impact to increase brand visibility and recognition on key touchpoints.
Attribution
We need to ensure that our communications are identifiable as being from Electrolux. To that end, we must ensure that the logotype is effectively displayed on each application. A longer term goal is to build recognition into our brand icon so that it can be used independently.
Electrolux in text
When the Electrolux name is written in text and headlines, it appears in title case (with “E” capitalized only).
Logo: Things to do
It must be clearly visible on all our touchpoints — print, video and physical to create brand recognition.
Our logo is only ever used in white or Electrolux blue, to continuously build brand equity. We always try and reinforce our name in video to generate brand attribution to the product filmed.
At every point throughout our
journey our logo should be
positioned where it can best be
seen to connect us to our product, message and consumer.
Logo: In video
We are always seeking to build equity in our name where possible. Our logo is one way of doing this. In video, there are four primary ways to create stronger brand attribution:
Replace saying the words “us” or “we” with Electrolux where suitable, making sure not to overuse it.
Add Electrolux in supers where possible. For example “In Sweden,
Electrolux designs products” rather than “In Sweden, we design products”.
Increase natural logo
placements, for instance
showing logo on products.
Add brand logo in motion
at the end of the video.
Logo: Clear space
A minimum clear space rule has
been devised to ensure no other
graphic elements appear too close
to the Electrolux logo. This will ensure legibility and that it is treated consistently and with integrity. The clear space rule should be adhered to wherever possible.
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Minimum size
The logo should have a minimum width of 70px.
Logo: Things to avoid
Do not apply our logo on any other graphics aside from photography and colour panels.
Do not use a logo that has little contrast from the
background. Always ensure its legibility e.g. when using a white logo, ensure the background is dark enough.
Do not use our symbol in any rotated form. Always check our symbol is in the correct position before approving any communication.
Do not use drop shadows with our logo. If the logo is not legible enough, create the contrast by adjusting the background image
or colour.
Do not use the floral pattern; we no longer use the brand symbol patterns.
Brand symbol: Things to avoid
Do not lock up the brand symbol
with text. Always ensure the text is
separated from the brand symbol.
Do not use product messages or
other types of messages with the
Electrolux mark.
Brand promise: Things to do
Our brand promise is a statement that encapsulates who we are and what we deliver to our consumers
"designed is sweden"
Like our logo, we only use it in Electrolux blue or white to build brand equity. We typically use it as a sign off in our communications.
For legal reasons our external use of the brand promise shows up differently depending on the region.
Always use the English version. Always set in sentence case in semi-bold.
