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How did Peter Behrens shape AEG’s corporate identity and advertising?

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octagonal electric teakettle — Industrial design Octagonal electric teakettle of hammered silver, with cane-wicker handle, designed by Peter Behrens for AEG (Allgemeine Elektricitäts Gesellschaft), Berlin, c. 1909.

Appointed as artistic adviser to AEG in 1907, Peter Behrens pioneered the concept of a cohesive corporate identity, often cited as the first of its kind. Recognizing that industry required visual order and consistency, Behrens applied a unified design philosophy across all facets of the company.12

Shaping Corporate Identity

Behrens established a "visual identity system" by implementing a consistent design language that integrated:2
* Trademarks and Typography: He designed the company’s iconic hexagonal logo and standardized the use of specific roman typeface styles.12
* Graphic Consistency: He utilized geometric grids to ensure uniformity across catalogs, office stationery, magazines, and posters.12
* Architectural Branding: Behrens designed the company’s retail shops and factories, most notably the AEG Turbine Factory. This building served as a corporate symbol, using a monumental, Neoclassical form to signify AEG’s industrial power and aspirations.31

Advertising and Product Design

Behrens extended his "total work of art" approach to the company's commercial output. He designed a wide range of products, including electric fans, street lamps, and teakettles, ensuring that the aesthetic of the goods matched the company's broader visual identity. By subordinating style to function, he helped define a modern industrial aesthetic that prioritized clarity and purpose in all advertising and printed matter.3412