Electrolux Competition Entry 6 is a submission from the 1961 design competition held by the Swedish home appliance group Electrolux to create a new corporate logo. The entry is attributed to Swiss graphic designer Adolf Flückiger (1917-1998), who trained in Zurich and later taught graphic design at the Berne School of Arts and Crafts from 1963 to 1983.[1]
Design and History
In 1961, Electrolux management in Sweden decided that its existing logo, which featured a globe, sun rays and elegant lettering, had become outdated and launched a competition for a new symbol.[2] The call drew 80 graphic designers who submitted 123 concepts total. A seven-member jury spent a day and a half reviewing the proposals, followed by eight additional selection rounds. The jury decided not to award a first prize, instead granting two second prizes and one third prize.[2]
The third prize went to Zurich-born Carlo L. Vivarelli, whose entry was titled “Sun/globe concave/convex.” The jury asked Vivarelli to develop his concept into the new logo, which was introduced in 1962.[2] The winning mark, an encircled “E” that could be read as either a sun or a globe, remained in continuous use and was retained when Electrolux refreshed its visual identity in 2015.[3]
Flückiger’s entry, catalogued as “Electrolux Competition Entry 6,” was one of the non-winning submissions in this competition. The specific design features of his entry and its placement among the jury’s selections are not documented in the available sources.
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