Dart Presents New Visual Identity at IFA

The new AEG: The corporate group Electrolux presents the new visual identity of its premium brand at IFA Berlin. D’art Design Gruppe has been secretly refining the corporate architecture for more than a year and has created the visionary pioneer brand’s new tridimensional identity.

The traditional brand surprises visitors not only with the introduction of two new product lines – the AEG Mastery Range and the AEG New Laundry Range – but also with the new AEG itself. This, Dart as the lead agency for “Brand Architecture” has translated into a strong and extraordinary brand experience that convinces with its appealing and electrifying story-telling.

The red AEG logo in its new corporate design already welcomes visitors in the central lobby area and emotionally welcomes them in the brand world. From here, visitors move on through the spacious product worlds “Taste” and “Care” with the altogether ten “hero-presentations” and the two newly launched product lines. So-called “proof points” vividly attest the brand expertise in addition to the hero-presentations. Two live cooking stations entertaining and interactively round off the experience for visitors.