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The evolution of Frigidaire's logo and brand identity
November 6, 2009 12:36 PM
Frigidaire's new look gets a cool reception from one blogger

Frigidaire Appliances New LogoIf 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 | | Twitter | Forums | Facebook

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Frigidaire SUCKS!!!! We bought a complete appliance set 1.5 years ago and had problems twice with the fridge just after the warranty expired and yesterday, the back outside of the stove, started to smoke, then spark, in turn, could have caused a fire if we were not home to unplug it immediately. The company itself will NOT do anything since the warranty is up. So therefore they know their warranty is useless and void, and that their appliances crap out just after a year of usage, which was minimal usage at best. I strongly urge any of you to NOT buy any Frigidaire products unless you can afford to throw out thousands of dollars each year. We are stuck with a stove that does not work, no way to cook, because we cannot afford to go buy any new stove at this time. So we have to go without eating at this time if something cannot be microwaved. Please do not buy their products. Their customer service is as bad, if not worse, then their crap porduct line.

i just bought afrigidaire washer and dryer today june4,2010 but i haven use it, please tell me thar all their product isn"t the same

We have a Frigidaire 30" convection wall oven that needed its control panel replaced after just 4 years. The new control panel, installed less than 8 months ago does not appear to be working properly. The oven was fantastic at first, but now, you can't rely on it to produce even cooking results. Now, we have to consider replacing it, trying to find something that will fit the hole in the wall. Very unimpressed with the quality of this appliance!

Frigidaire seems to produce disposable appliances. A $2000 fridge should last more than 7 years. The compressor went on ours and it is $600 just for the part. They got me once they will not get me again. Their logo will not be around much longer if they continue to make poor product and get the "one off" sale. I will not be a repeat customer.