Audio brand Bose has rebranded in collaboration with Studio Collins in the US. Founded in 1964 by Amar Bose, Bose has been making excellent audio equipment that has won the love of listeners around the world. As Bose approaches its 60th anniversary, it has decided to tell a story that will satisfy its loyal fans and attract new ones.
The new tagline is 'Sound is Power'. The iconic Bose logo remains. We worked with Warsaw-based independent type foundry Tekio and our in-house creative team to develop a typeface and wordmark inspired by sound. The new typeface has a unique angle to the wordmark. It is designed so that you can choose which way to lean when changing lines. The slanted typeface and horizontal lines can easily make you feel fast, but the shape of the font, which is close to a square, neutralizes that feeling.
We use a bright color palette based on the eight core colors that symbolize the notes of the musical scale. The motion graphics that move smoothly with vivid colors excellently express the experience of people savoring music. We used the phenomenon that the background appears to be stretched horizontally when moving at a fast speed to express it as if teleporting to another space. The light on the horizon moves slowly, expressing it as if swimming slowly and enjoying an unknown dimension rather than moving quickly toward the destination.
