Bose was once the preeminent brand of consumer audio equipment, building its reputation on bringing you “closer to your music.” Sixty years in, the company wanted re-inspire devoted customers and attract younger customers. Its product range has grown to include not just speakers and headphones but also hearing aids and audio glasses.
Collins worked with Bose to evolve that value to a higher-order value, “immersive audio,” that reflected the degree to which the company’s products benefitted users’ lives. The design team left the original wordmark almost untouched, only adding an extended bar element to the base of the B and the top of the E. “We leaned into those bars as a foundational shape for all the expandable forms of the new identity,” says creative director Tomas Markevičius.
The color palette for the new identity is based on eight core chromatic tones, each representing a note in a musical scale.
