The right goods for whitegoods
Fisher & Paykel is a major appliance manufacturing company based in East Tamaki, New Zealand. Originally an importer of domestic refrigerators, Fisher & Paykel now holds over 420 patents and bases its identity on innovative design, particularly in the areas of usability and environmental awareness. Fisher & Paykel Appliances currently manufactures cooking, laundry and whiteware appliances. The company’s flagship product is the DishDrawer double drawer dishwasher which is claimed to wash dishes more efficiently than standard dishwashers or hand washing. Fisher & Paykel products are available in more than 80 countries worldwide, including Australia. In 2012, Haier, a major Chinese white goods manufacturer, purchased over 90% of Fisher & Paykel Appliance shares.
The old logo had been around for as long as I can remember, and I have to say, it aged rather well. It was set in some variation of Eurostile, the so-called “typeface of the future“, so perhaps that was the secret to its longevity. It was neat, compact and looked reliable.
The new logo ups the case and gives the letters more room to breathe. The typeface used appears to be Metric, a geometric humanist sans from Klim Type Foundry, New Zealand. The sign on the building below may have been an influence for the new style. The most interesting aspect is that custom ampersand – flat on the top to align with the cap height – which is very uncommon but becomes a strong identifier, especially when the name is abbreviated (as above).
Overall, the new logo is has an effortlessly sophisticated look, from its classic black and white scheme to its sensible typography, and conveys the high-end feel of the company’s appliances. Honestly, I still have a fondness for the old one, but this’ll do.
Brand story video featuring new logo below.