In 2011, as electronics innovator Sonos prepared to launch a new game-changing product, they retained BMD to help re-think their brand identity. After establishing an evolved wordmark and a new look and feel, BMD implemented this new identity across a multitude of touch points, designing packaging, point of sale displays and retail collateral as well as special event graphics, website modules, user interface and other digital applications. The new identity helped reposition Sonos from a technology brand beloved by ‘in the know’ audiophiles to one focused on experience with a much broader appeal.
Three years later, the business has grown exponentially, and numerous competitors have entered the market as wireless audio becomes more commonplace. Together with Sonos, we assessed our initial visual identity and determined that we needed to push harder to signal Sonos’ leadership, relevance, and dedication to the music experience.
This new iteration of the Sonos visual identity advances the idea of the modern music experience – not singular or monolithic but a rich diversity of expressions. Performance imagery from Sonos Studio, new product photography and the introduction of three big graphic tools that can be mixed and remixed, deliver a creative and variable language while still providing the stability of a recognizable system.
The new identity launched internally with a BMD-designed brand video and is now making its way to the public. Currently, it can be seen in the new Sonos app and startup screen, out-of-home communications from NYC subway wrap to a Paris exhibition, retail shop in shops, tradeshow displays and retail collateral. BMD opened a second studio in Los Angeles in early 2014 to support this relaunch and to work on ongoing brand design initiatives with the Sonos team.