02 July 2026
The Association of Manufacturers of Domestic Appliances (AMDEA) has unveiled a refreshed brand identity to better reflect the increasing diversity of its membership across the UK home appliance industry.
The rebrand features an updated logo with the strapline "The UK Home Appliance Association" and new corporate colours of navy blue with orange accents and a palette of secondary colours.
The change comes as AMDEA's membership has grown rapidly to incorporate manufacturers, importers, distributors, retail members with their own appliance brands and Associate Members representing the wider value chain.
Stefan Hay, CEO of AMDEA, said: "When I took on my role last year I promised evolution not revolution. The AMDEA team has been steadily building membership services and implementing a new rolling five-year strategy.
"Membership is growing rapidly to incorporate the wider appliance sector, and we are increasing our engagement with a wider range of government departments and MPs as the voice of UK home appliances. We have now evolved to the point where our old brand no longer reflects who we are and what we do."
Mr Hay added that the new brand is aimed at embodying AMDEA's values of community, integrity, authority, skills and connectivity. He said the new strapline is inclusive of all members, whilst the new colours emphasise professionalism and assurance with a dash of energy and aspiration.
The new brand identity will be phased in throughout the summer, commencing from 1 July.
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