Sonos: Mix and Remix – music for the modern era
When Sonos prepared to launch a game-changing product, they asked BMD to help rethink their brand identity.
The goal was to reposition Sonos from a technology company, beloved by “in the know” audiophiles, to a brand of broader appeal, focused on the music experience. Because the modern music experience is rich, dynamic and diverse, the brand expression needed to reflect that with a generative identity that could be mixed and remixed.
“It’s like being able to see sound waves pulsating out of your speakers.”Creative Bloq
Using performance imagery from Sonos Studio strengthened the music experience signal. Over a 5-year period, BMD designed an extensive number of touch points across print, digital and environmental moments including product packaging, point of sale displays, pop-up experiences, retail collateral, motion graphics, website modules, user interfaces and a multitude of other digital applications.
“It’s sound branding that lays down a visual beat, an effect so cool that the logo got tweeted by the Verge and went viral.”Fast Company
When it launched, the Sonos visual identity won a Cannes Lion, FastCo.’s Best Branding Award, Adweek’s “Cleverest Logo of the Year” and received hugely positive reviews across a number of industry publications, including Brand New, Branding Magazine and Business Insider.
Over the course of our 5-year relationship, Sonos grew exponentially, expanded across Europe and into Asia, and become recognized as a leading global technology brand.
