Electrolux unveils AEG's first ever sonic identity in brand refresh

Electrolux Group premium electronics brand AEG have unveiled its first ever sonic identity and a bold new look in a brand refresh. The refresh aims to deliver a modern expression for the 137-year-old German brand.

AEG worked closely with MassiveMusic to develop its first sonic identity for the brand. MassiveMusic has created sonic identities for multiple entities worldwide such as TikTok and Philips. 

AEG's new sonic identity features strings, electronic textures and a melody to sound effortlessly cool. “This was a unique opportunity to bring contemporary edge and relevance to a trusted, household brand through sound," said Laura Jones, general manager and director of client services, MassiveMusic, London. 

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"Taking inspiration from AEG’s heritage, design ethos and positioning, we blended warm, elegant strings with electronic textures, underpinned by a highly recallable melody. The result is a modern, warm and sophisticated, yet effortlessly cool, suite of sounds that are perfectly in tune with AEG’s new visual identity," added Jones. 

Tom Astin, AEG brand and strategy director said that the sonic identity aims to capture the brand's personality. “We have also tapped into the emotional short-cut that sound provides to create the first ever sonic identity for AEG,” Astin said.

“We wanted to capture the world of AEG in audio and asked ourselves what the personality of the brand would sound like? Our tests placed the music suite in the 78th percentile for memorability and 80th percentile for appeal. We’re very excited to see this come together in the first instance to support the launch of our latest kitchen range and think the new sonic identity does a great job to reinforce our brand promise to challenge the expected," added Astin. 

On top of a new sonic identity, AEG has also unveiled a bold new visual identity. The new visual identity aims to present a sharpened and more contemporary AEG brand. It features an evolved colour scheme and darker hues of the brand's iconic red. 

The visual identity was done together with growth and transformation firm Prophet. Initial testing of the visual identity scored well with global consumers and has been well received by retail partners; it said in a statement. 

“Our consultations with consumers, together with strong product innovations, have been translated into a bolder and progressive expression – through visual and sound – with a world where distinctive characters play a central role alongside a color scheme that sets AEG apart from its competitors. The evolved color palette pays homage to our beginning as a brand back in 1887 by continuing to use red, but now sees the application of darker hues to create more cut-through and distinction. This is a modern update that strongly conveys our premium position in the market," said Astin. 

“Ensuring a brand remains relevant and distinctive is a big challenge for many brands. This refresh not only highlights the importance of evolving a brand with a rich heritage, but also stands as a testament to our creative partnership with Electrolux Group,” said Gregg Finlay, executive creative director and AEG account lead at Prophet.

The refresh comes as AEG launches its new kitchen range, the brand’s most significant full kitchen launch to date. It includes solutions in every product category including ovens, hobs, hoods, cold storage and dishwashers and will be available across Europe from September. 

Sonic branding is picking up in 2024, with Bjorn Thorleifsson, head of research and insights at amp sound branding, saying that major brands will seek sonic identities to represent their brand at every touchpoint in an interview with MARKETING-INTERACTIVE in February this year. 

"An increasing number of brands are recognising the value of investing in owned sound," said Thorleifsson. He added that sonic assets can play a pivotal role in enhancing brand awareness, equity, and authenticity across diverse touchpoints.

"By incorporating sound and music, potent drivers of emotion, brands gain an additional medium through which to convey their identity,” explained Thorleifsson. 

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