Bruce Mau Design

Reviving an iconic brand for an increasingly connected world.

Linksys: Reviving an iconic brand for an increasingly connected world.

In 2001, at the dawn of the internet, Linksys released one of the world’s first routers. Though their trailblazing spirit never ceased, over time the brand lost its lustre, and new brands and competition crowded the marketplace. At this critical juncture, Linksys came to BMD for a rebrand to reflect their strategy and position as leaders in this new era of WiFi.

Central to the identity BMD created is Linksys’ new motion-friendly mark. The first in almost a decade, the mark features a ligature between the L and I that when activated, nods to the universal WiFi symbol. BMD also introduced a short-hand that acts as a flexible icon and badge of pride. The new typography, which focuses on a single weight, gives a sense of confidence and clarity, while round, friendly gestures in the letters bring humanness.

Color-wise, BMD returned to and refreshed the brand’s iconic blue. Now more vibrant and sophisticated, this signature color is rounded out with a deep black and electric pastels to create a dynamic and distinct palette.

As a tech brand that connects people to the world, Linksys is both intimate and expansive. Candid images of people contrast with powerful natural phenomena that point to Linksys’ global perspective and reach.

Part of the holistic rebrand, BMD developed a brand voice and messaging that is more relatable and benefit-focused, while being declarative and confident. This approach extends to the naming for two of their flagship products — Atlas and Hydra. The pair of names call up the benefits of power, reliability and range.

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Central to the identity is a new motion-friendly mark. It features a ligature between the L and I that when activated, nods to the universal WiFi symbol.

Candid images of people contrast with powerful natural phenomena that point to Linksys’ global perspective and reach.