Electrolux

More human, intuitive and consistent.

Electrolux icons are some of the brand’s hardest-working assets. They shape the first interactions between consumers and their appliances, interfaces and services. Often at tiny sizes, and in the moments where clarity matters most.

The brief was to bring coherence, clarity and warmth to a global pictographic language used across three major brands: Electrolux, AEG and Frigidaire.

The system began with structure. A single pixel grid for digital and print. Standardised stroke weights and proportions. Clear rules for selecting, scaling and combining metaphors.

Most importantly, the icons were designed to feel like extensions of the products themselves. Considered, intuitive and reassuringly human. Symbols built with the same care and attention as the appliances they live on.

The result is a unified global library of icons for appliance UI, web, mobile and print. A more human language for millions of everyday interactions, across brands, across products and around the world.

A selection of icons from the Electrolux iconography system — A small selection of the Electrolux library, designed to feel intuitive and reassuringly human.

Electrolux icons shown in proportion to the letter M — Each symbol was designed to complement the proportions of the type and perform with maximum clarity across digital and print.

Electrolux icon constructed on a 24 by 24 pixel grid — Each symbol was designed to complement the proportions of the type and perform with maximum clarity across digital and print.

Electrolux toast pictogram — Every shape was carefully resolved to remain legible and elegant at any size.

Electrolux stacked items pictogram — Every shape was carefully resolved to remain legible and elegant at any size.

The symbols were constructed using optimised stroke weights aligned to a flexible grid.

Electrolux icon weight comparison detail — This made it easier to control the weight of the icons across a range of output sizes.

Strict rules for placing modifiers and notifications helped to build consistency into the set.