🚀 go-pugleaf

      I don't know how much is wise to tell, but ...




Charlotte,

With all those clues, it's pretty obvious which brand you're dealing with. Something to do with a cold atmosphere, right? :)

I agree that the current logo is cool and has a strong brand identity, but then, I have a fondness for 50's retro. I can see how that logo might get in the way of using it on appliances that don't have retro styling, or turn off potential customers who don't want to identify their decor with an earlier era. (Although many kitchen appliances today don't even display the brand logos on them at all. It often appears only in marketing materials.)

One problem the company is going to have to deal with is that the brand name itself sounds retro. If they really want to kick that image, they've set themselves a tough goal.

If I were them, I'd drop the "modern" goal, and simply go for classic. Either hark back to the founding era with one of the simpler Art Nouveau or Art Deco fonts like Hardwood, Kolo or Parisian, or else choose a true eternal classic like Garamond, and include some graphical element so that the typeface isn't what provides the identity.