HONG KONG, Jan. 21, 2015 /PRNewswire/ -- Electrolux, the iconic home and professional appliance brand, has introduced a new global visual identity. Created by strategic brand and marketing consultancy Prophet in London, all visual assets have been refreshed and newly developed, including the brand logo, imagery, color, and the iconic logotype.
Electrolux is the world's second-largest appliance maker and has experienced strong demand for its premium appliances in the Asia Pacific market. China continues to be a key market in Electrolux's growth strategy, with Electrolux reporting an annual growth rate of over 40% in China since 2009. The Asia Pacific region contributed 12% to Electrolux's global operating income, and the company expects strong sales to continue in 2015 with the rollout of its new visual identity.
Prophet London worked in close partnership with the Electrolux marketing team on the project, which will enable the creation of unified and distinctive communications. Understanding consumers and their desire to see results, not features, was the key motivation of the engagement. For Electrolux's successful products in the Asian market, particularly in the kitchen and laundry segments, the new imagery is designed to show the benefits of using Electrolux products.
"As tastes in Asia become increasingly sophisticated, people are demanding more from premium brands. We have created an identity system that presents Electrolux in a much more contemporary and intelligent manner -- one which joins up experiences and celebrates the attention to detail that goes into Electrolux products and services," said John Holton, Partner of Prophet Hong Kong.
The new logotype introduces the company name in the new font, and puts greater emphasis on Electrolux's iconic brand symbol, first used in 1962. The new visual identity will be rolled out globally across all channels -- in-store, online, on packaging and through mobile devices -- in phases from January 15, 2015.
"Electrolux is on a journey to become a world-class consumer marketing company, with a clear focus on consumer driven innovation and strong brands. A key ingredient of this is to create an exciting and differentiating brand experience that is consistent across every consumer touch point. Our new visual identity will help us achieve that, in a digital and retail landscape that has changed dramatically over the past years," said MaryKay Kopf, Chief Marketing Officer of the Electrolux Group.
Hector Pottie, Associate Partner and Creative Director from Prophet, London, added: "We set out to create a visual identity that would enable Electrolux to tell its story to the world in an appealing way -- it was crucial to present the benefit of a product and not focus on features. In addition, the identity has to work hard to stand out from the crowd and unify the brand at every point people encounter the brand."
About Prophet
Prophet is a strategic brand and marketing consultancy that helps clients find a better way to grow. With 9 offices around the world, including Hong Kong, New York, San Francisco, Berlin, London and Zurich, Prophet brings together the right team to help clients meet their challenges. The firm brings multidisciplinary skills in brand, marketing, innovation, design, digital and analytics to deliver unique solutions and help clients including AIA, Cathay Airlines, Bank of East Asia, Samsung, BMW, Cisco, Electrolux, GE, HTC, Johnson & Johnson, McDonald's, Siemens, UBS and Zurich Financial strengthen their brands and grow their business.
Prophet's Asia Pacific headquarters in Hong Kong opened in 2010. Located in the St John's Building, Central, Prophet's Hong Kong office is home to a 20 strong team of strategists, designers and creative consultants who come from a diverse mix of consulting backgrounds, countries and cultures.
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