The evolution of Frigidaire's logo and brand identity

Frigidaire's new look gets a cool reception from one blogger

If you're into graphic design and/or appliances, you might enjoy "Ninety Years of Refrigerators, and Logos," an interesting post on Brand New, a site that covers corporate-brand-identity strategies. In the item, author Debbie Millman focuses on Frigidaire, tracing the appliance maker's logo from its original crown design with embedded "F" through cursive versions to the current all-caps iteration (shown right).

The latest look doesn't seem a winner for Millman: "The placement of the red triangle results in breaking the word Frigidaire into two separate words: Frigid and Ire. Given that these products are specifically marketed to moms, this messaging system is likely not going to appeal to anyone."

Logo design aside, product performance and brand reliability are what probably matter most to you. Like other brands, Frigidaire has gone up and down in these departments through the years, no matters its logo design. I can't help but think of this quote from renowned quipster Will Rogers: "Let advertisers spend the same amount of money improving their product that they do on advertising, and they wouldn't have to advertise it."

If you're in the market for new appliances, stay up on the news related to the $300 million State Energy Efficient Appliance Rebate Program, also known as cash for clunkers for appliances. And see how Frigidaire stacks up against the competition across all appliance categories, using our ratings and brand-reliability data.—Daniel DiClerico | e-mail | Twitter | Forums | Facebook

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