The worldwide known, Turkish domestic appliance and consumer electronic brand Beko changed its logo in pursuant of brand’s objectives.
Beko has 25,000 employees and sells it products in more than 130 countries to over 440 million customers. The brand owned by Koc Holding produces television sets, refrigerators, washing machines and dishwashers, in several countries.
Logo Design of Beko
Sagi Haviv from Chermayeff & Geismar & Haviv designed Beko’s new logo. Dissatisfaction about typography and the lack of balance in the existing wordmark caused the search of a new one thus new logo was created.
The unbalanced composition with the very closed B and E on the left and the widely open O on the right was removed and created a new, young, energetic and dynamic identity. The letterforms were customized. Some of them grew out of a version of Myriad, but all were redrawn and added a diagonal underline.
Unlike the old image, the new image became more approachable for target audience between 18 and 35 years of age.