Electrolux Logo
Electrolux, a global leader in home and professional appliances, is renowned for its innovative solutions and sustainability focus. Founded in Sweden in 1919, it combines cutting-edge technology and design to offer a wide range of products, from refrigerators to vacuum cleaners. Electrolux prioritizes eco-friendly practices, aiming to improve users’ lives while caring for the environment. This commitment to quality and sustainability has established it as a trusted brand in over 150 markets worldwide.
Meaning and history
Electrolux, established in Sweden in 1919, has evolved into a major force in the world of home and professional appliances. Its story began with Axel Wenner-Gren’s innovative approach to reimagining vacuum cleaners, leading to the creation of the groundbreaking “Lux 1”. This marked the start of Electrolux’s journey towards becoming a household name.
In the 1920s, Electrolux expanded its product line to include refrigerators, a strategic move that enhanced its market footprint significantly. The post-World War II era was a time of exponential growth for Electrolux, as it tapped into the growing consumer demand for various household appliances, such as washing machines and dishwashers. The company’s dedication to innovation was further demonstrated through its early adoption of energy-efficient and eco-friendly technologies.
During the 1960s and 1970s, Electrolux embarked on a phase of global expansion, largely through the acquisition of other brands like Zanussi, thereby strengthening its European market presence. By the 1980s, the Electrolux brand had become synonymous with quality and technological innovation.
The new millennium saw Electrolux placing a strong emphasis on sustainability, integrating green practices into its operations and product designs, thereby leading the way in the appliance industry’s eco-friendly revolution. In the 21st century, Electrolux has also embraced the trend towards smart, connected appliances, further solidifying its status as a leader in the field.
Presently, with operations in over 150 countries, Electrolux continues to be a pioneer in the appliance industry, pushing the limits of technology and sustainability. Its transformation from a small Swedish firm to a global icon is a testament to its enduring commitment to innovation, quality, and environmental responsibility, setting it apart in the dynamic world of home appliances.
What is Electrolux?
Electrolux is a leading global company in the home and professional appliance industry. Originating in Sweden in 1919, it has grown to become one of the world’s largest appliance manufacturers. Electrolux produces a wide range of household appliances including refrigerators, dishwashers, washing machines, cookers, vacuum cleaners, air conditioners, and small domestic appliances. The company is known for its focus on innovative technology, user-friendly design, and sustainability. Electrolux operates in numerous countries around the world, offering products that aim to improve the everyday lives of consumers and professionals alike, while also emphasizing energy efficiency and environmental friendliness in their designs and operations.
1919 – 1920
The logo showcases a distinctive cursive script, flowing with an elegance that conveys both movement and grace. Its color is a deep, rich brown, suggesting reliability and a grounded nature, a nod to the brand’s heritage and solidity in the market. The initial letter “E” stands out with a pronounced loop, almost reminiscent of a power symbol, which subtly hints at the company’s focus on electrical appliances. The rest of the letters cascade with a fluidity that speaks to the brand’s adaptability and commitment to innovation. The typographic choice conveys a timeless appeal, balancing classic sophistication with modern design sensibilities. At the logo’s conclusion, the “x” extends with a confident flair, underlining the brand’s expansive reach. This logo encapsulates the essence of the Electrolux brand: traditional yet contemporary, trusted yet forward-thinking.
1920 – 1922
This rendition of the Electrolux logo marks a departure from the fluid cursive of its predecessor. The characters here are bold and blocky, that commands attention. They are encased within a metallic framework, suggesting durability and industrial strength. The letters are evenly spaced and fill their allotted rectangles completely, emphasizing stability and presence. This design reflects a shift towards a more modern and assertive brand identity, aligning with the robustness of the appliances it represents. The red-and-silver color scheme projects a blend of passion and sleekness, resonating with a mid-20th-century aesthetic of efficiency and style. The straight lines and sharp edges of the letters signal a company that is solid, reliable, and built to last. In contrast to the earlier logo’s grace, this one is all about power and impact, mirroring the company’s growth and robust market standing during that era.
1922 – 1924
In this iteration, the Electrolux logo takes a turn towards a more fluid and vibrant design. The letters unfold in a golden yellow hue, projecting warmth, energy, and a touch of luxury. This color choice stands in stark contrast to the previous red and silver, imparting a sense of cheerfulness and innovation. The script is elegant and dynamic, with a handwritten quality that adds a personal touch, as if to suggest a friendly, customer-oriented brand. The typeface is lighter and more playful than the previous logo’s solid blocks, which gives it a modern and approachable feel. The letter “E” opens up the logo with an expansive swirl, leading the eye through the rest of the letters in a smooth, wavelike motion. This design captures the essence of Electrolux’s dedication to fluidity in both form and function, signaling a brand that’s not just about strength, but also about agility and adaptability in an ever-evolving market.
1924 – 1926
This logo iteration of Electrolux introduces a graphic element, a circle, intersected by three vertical lines, symbolizing the flow of electricity or the mechanical action of the appliances. The typeface reverts to a solid, serif style, offering a stark contrast to the previous script’s fluidity, reflecting a more traditional and sturdy brand image. The letters are deeply embossed, giving a tangible sense of depth and resilience, akin to the durability of the brand’s products. The color palette is monochromatic, suggesting a classic and timeless approach. This logo communicates a blending of the old and the new, solidifying the brand’s historical legacy while embracing the industrial and electrical essence of its product range. The embossed effect and the addition of the symbolic graphic reinforce Electrolux’s commitment to quality and strength in its market sector.
1926 – 1928
The logo transitions to a striking orange backdrop, suggesting vibrancy and creative energy. White, bold, sans-serif letters pop against this background, exuding clarity and modernity. Gone are the serifs and the embossing, replaced by a flatter, more direct presentation that reads as contemporary and straightforward. This design reflects a shift towards accessibility and visibility, mirroring the brand’s expanding consumer base. The orange color is unconventional for its time, possibly illustrating Electrolux’s innovative spirit. It’s a logo that would stand out on any product or sign, embodying the essence of a company not afraid to be seen and remembered. This simplicity and boldness could be a visual metaphor for Electrolux’s commitment to straightforward, effective solutions in home appliances.
1928 – 1934
The logo undergoes a dramatic transformation, adopting a monochromatic globe encircled by radiant lines, evoking a sense of global reach and energy. The brand name, “Electrolux,” is scripted elegantly across the center, its cursive strokes conveying sophistication and finesse. This globe motif represents the company’s worldwide presence and aspirations. The stark contrast between the black and white enhances the logo’s visual impact, emphasizing a world connected by Electrolux’s innovation. The radiant lines, emanating from the globe’s center, suggest a dynamic force and the spreading influence of the brand. This emblem is a powerful representation of Electrolux’s vision to illuminate homes across the globe with its products. The circular boundary encapsulates this vision, symbolizing unity and completion. This logo is a bold statement of Electrolux’s commitment to being a luminary in the appliance industry.
1934 – 1939
The logo embraces a more personable and direct visual narrative, featuring a human figure. This figure strides confidently across the logo’s surface, carrying what appears to be a vacuum cleaner – a nod to one of Electrolux’s foundational products. Set against a calming blue background, the design takes on a friendly and approachable demeanor. The circular border remains, maintaining the global motif, but the focus has shifted from a broad global presence to a more individual, customer-centric approach. The use of blue, often associated with trust and dependability, aligns with the company’s image as a reliable presence in homes. This emblem suggests a narrative where Electrolux products are an integral part of the everyday life, personified by the figure at the center of the logo’s universe.
1939 – 1941
The Electrolux emblem once again evolves, this time into a minimalist, elongated oval encapsulating the brand’s name in bold, capital letters. The design is clean and focused, with the deep blue conveying reliability and professionalism. Stripping away the previous logo’s character and circular motif, this design opts for simplicity and directness. The logo’s encapsulation within an oval suggests completeness and global reach without the need for explicit imagery. The white on blue is classic, implying clarity and trust—a stark contrast to the more intricate and illustrative previous logos. This is a logo that speaks to straightforwardness and efficiency, core values for a brand steeped in practicality and function. It represents a brand confident in its identity, requiring no frills to communicate its message.
1941 – 1947
The logo now adopts a freestyle, handwritten approach, breaking away from the previous structured and geometric design. The letters in “Electrolux” are sketched in a flowing, continuous line, suggesting a personal touch and human ingenuity behind the brand. The blue hue remains, consistent with the brand’s identity, but the formality has been replaced with a casual, almost artistic flair. This style could be interpreted as a signal of innovation, flexibility, and the human element in Electrolux’s design philosophy. The individuality of each letter, with varying strokes and widths, adds character to the logo, giving it a unique and memorable appearance. This logo could be seen as an embrace of creativity, marking the brand’s commitment to crafting appliances that fit into the everyday lives of its users with ease and a sense of familiarity.
1947 – 1954
The logo continues its evolution with a return to a more traditional cursive script, exhibiting an air of elegance and refinement. The letters are rendered in a grayscale tone, imparting a classic and timeless quality. Unlike the previous freehand style, this script is more uniform and controlled, yet still maintains a sense of fluidity and grace. The letters in particular are stylized with distinctive curls, adding a touch of sophistication. This design harkens back to an era of personal touch in branding, suggesting meticulous craftsmanship and attention to detail. The logo exudes a mature confidence, speaking to the legacy and established reputation of the Electrolux brand. It is both bold and approachable, symbolizing a company that values tradition while also flowing seamlessly into the modern age.
1954 – 1957
In this logo, Electrolux introduces a striking orange-red color, radiating warmth, energy, and a bold presence. The typeface is a whimsical, fluid script that maintains a balance between readability and stylistic flair. This design choice marks a departure from the more formal and traditional grayscale cursive of the previous logo, presenting a fresher, more contemporary image. The playful curves and bouncy rhythm of the letters suggest a friendly and approachable brand, while the uniformity in color and the absence of additional graphic elements focus the viewer’s attention solely on the brand name. This minimalist yet vibrant design could reflect the brand’s desire to appear more modern and to resonate with the post-war optimism of the 1950s. It’s a confident step away from a conservative past, towards a future that promises innovation and excitement in home appliances.
1957 – 1962
The logo now displays a golden gradient background, giving a rich, lustrous effect that exudes luxury and high quality. The word “Electrolux” is rendered in a deep, glossy red with a three-dimensional appearance, indicating solidity and the company’s standing in the marketplace. The font style has shifted to a more stylized script, which retains a sense of flow but with added emphasis on each character. This design choice enhances the visual impact and brand recall. The elongated format of the logo suggests sophistication and elegance, moving away from the playful and rounded script of the previous design. The combination of the shiny gradient and the 3D lettering reflects the brand’s commitment to innovation and its position at the forefront of appliance technology. It’s a logo that seems to say Electrolux products are not just practical but also a part of a lifestyle aspiration.
1962 – 1990
The logo has undergone a radical simplification and conceptual redesign, moving towards a stark, high-contrast black and white color scheme. The iconic shape within the logo is abstract and geometric, composed of four curved elements that could be interpreted as a stylized letter “E” or as a form evoking rotation and cyclical motion, reminiscent of the dynamics of home appliances. It’s encased in a solid black rectangle, which grounds the design and gives it a bold frame. Below this symbol, the word “Electrolux” appears in a simple, clean sans-serif typeface, which is a departure from the previous logos’ cursive and stylized scripts. This reflects a modernist design ethos prevalent in the 1960s, emphasizing functionality and minimalism. The logo as a whole represents a significant shift towards a more contemporary and international look, in line with the mid-century modern design movement that favored simplicity over ornamentation. It communicates efficiency, precision, and a forward-thinking approach, aiming to project the brand’s relevance in the modern world.
1990 – 2015
The logo retains the minimalist approach but introduces a more balanced and structured design. The symbol is now placed to the left of the brand name, creating a harmonious alignment. The icon – a stylized, abstract representation of a sphere divided into four parts – suggests precision, unity, and the global nature of Electrolux. The typeface of the brand name has transitioned to a strong, bold serif font, signifying stability and reliability. This shift to a more formal typeface aligns the brand with values of heritage and authority. The black color scheme is assertive and definitive, projecting the brand’s confidence and market leadership. This logo iteration conveys a mature, established brand identity that is both classic and versatile.
2015 – Today
The logo retains its minimalist design but shifts to a serene navy blue, conveying dependability and professionalism. The emblem, a stylized sphere divided into white and blue segments, remains a focal point, symbolizing balance and global reach. The brand name, “Electrolux,” is displayed in a modern sans-serif typeface, which speaks to the brand’s commitment to contemporary design and functionality. The uniformity in color and form presents a cohesive and strong brand identity. This design’s simplicity allows for versatile use across various media and products, ensuring brand recognition. The updated logo suggests a synthesis of tradition and innovation, aligning with a vision of Electrolux as a forward-looking company rooted in a strong heritage.
