Beckoning Away
(Est. 1955) Beko is a Turkish domestic appliance and consumer electronics brand of Arcelik A.S. controlled by Koc Holding. Beko is a budget brand name and continues to be in use for a number of Arcelik Group products such as television sets, refrigerators, washing machines and dishwashers, in several countries. Beko has 25,000 employees and sells it products in more than 130 countries to over 440 million customers.
Design by: Chermayeff & Geismar & Haviv (New York, NY)
Opinion/Notes: If you Google-image Beko you'll still get a lot of the old identity in play and, well, it looks a lot better than the new one. I wasn't familiar with this brand and was pleasantly surprised by the old logo, with its Saul Bass-esque shapes and attitude. I think this is one of those logos/identites that would have benefitted from an evolution instead of a revolution and by reinvigorating the application instead of shoehorning a new logo that, unfortunately, is not exactly "youthful" as promoted above. I like the "eko" part but that "b" is just impossible to like. The diagonal is sort of interesting but doesn't feel convincingly integrated with the wordmark.
Related Links: Beko "Change for the better" page
Chermayeff & Geismar & Haviv project page
Select Quote: The new Beko logotype is youthful and approachable, with an angled underscore that suggests energy and optimism. The blue color in the logo is a brighter shade of the navy blue that Beko has traditionally used.