Electrolux’s AEG brand undergoes visual and sound transformation

September 27, 2024 9:47

Electrolux Group’s premium brand AEG has revealed its updated brand identity including its first-ever sound identity to bring a modern touch to the heritage brand.

The new look and sound hopes to contemporise the 137-year-old German brand, working with growth firm Prophet and sonic identity specialist MassiveMusic.

“We are proud to present a sharpened and more contemporary AEG brand,” said Tom Astin, AEG brand and strategy director.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.