Return of the alpha dog

With competitors such as Spotify and YouTube Music, satellite radio giant SiriusFM has become the “brandpa” of music services—as in, the service that comes free with the purchase of a new Camry. Last week, Sirius announced a new streaming app and rebrand, the latter created by Uncommon Creative Studio.

The new branding includes a star embedded in the initial letter S. It also brings back and animates the company’s dog mascot, all of which reemphasizes the name Sirius, the name of the brightest star in the night sky, Alpha Canis Majoris, aka, the dog star.

PRINT magazine covers the complete project at


(NOTE: Deezer and Sony Music also have recently released rebrands. You can read more about those projects at

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