12/21/2023 0 Comments Sonance i portThe new Sonance logo – to my eyes – seems big, bold, and has an interesting design element as part of the “A” in Sonance. Note the stylized blue top to the “A” which is known as the “beam,” signifying an in-ceiling architectural speaker’s dispersion Announced just today, here is the new Sonance logo. This was an interim step or the precursor to the new logo being unveiled today – shown below. Last year, the company rolled out a new 35th Anniversary logo that featured a cleaner, simpler design, focused entirely on logotype. What you don’t know is that you have already seen an interim version of what the new logo was to become. Not much space? Reduce the size of the overall logo to fit the “boxes” and the logotype spelling out the Sonance name is almost too small to be readable. This logo was definitely quite different from those that came before, but the design elements were so prominent that it was difficult to scale the logo for different usages. It sought to visually describe a more architectural design concept by presenting a series of three stacked boxes. That 2006 redesign yielded the version that most in the industry today recognize as the Sonance logo. The biggest change, perhaps, was a major redesign in 2006 as the company sought to move away from a design connoting a speaker – to one with more of a design or architectural connotation. The Sonance logo has been through four or five design revisions over the years. With its newly reasserted priority, it was clear that the Sonance brand needed a new logo. Jason Sloan, Chief Sales Officer for SonanceĪ Heritage of Innovation – Sloan again said, “The history of this independently owned company is rooted in their deep knowledge of customers and construction – from award winning audio solutions, to unique Trufig mounting technology, to our iPort solutions that hold, charge, and protect the tablets that our customers want – a culture of creativity continues to push the boundaries of technology and design.” Pillars Led to the Creation of A New Tagline So they want you to view their team…as your team. This…includes their regularly running dealer studio tours and seminars.” And the company also offers integrators free system design services – taking care of the heavy lifting of ensuring properly configured, high-performance systems. Our Team is Your Team – Without a doubt, and again reading from newly developed marketing materials, Sloan said that Sonance has an “upbeat, knowledgeable, passionate team building some of the strongest customer relationships in the industry. Jason Sloan, Sonance Chief Sales Officer, reading from a new marketing piece said, “Our hidden audio solutions, delivering an even and balanced sound experience, is nothing short of magical – blending into any style or budget.” Little did you know that when Sonance came out with this new 35th Anniversary logo last year, it was an interim step to the new logo they are launching now You can see the original logo shown under the model designation ĭesigned to Disappear – Sonance executives say the company’s “origin story,” that is to say the story of its founding, makes it clear that Sonance was founded on the concept that technology should disappear into architecture – not be visually prominent or more important than its surroundings. This is the box (with speakers inside) for Sonance’s almost first product (actually the S1 was first). This newly re-conceived branding for Sonance includes three major pillars – or brand attributes – upon which the brand is built. This creates a clearer, easier-to-understand hierarchy that should feel more natural to long time Sonance partners…and more understandable to newcomers. So instead of juggling four prominent brands – Sonance, iPort, Trufig, and Dana Innovations – we now go to the much more focused Sonance…and iPort by Sonance. Trufig – which at one time was such a separate entity that it was even housed in a different facility – will now reside as a line within the Sonance brand. And what is to become of Trufig, you ask. The key iPort brand, now becomes iPort by Sonance. The first step in this transformation is that the company will replace the Dana Innovations brand with the Sonance brand as its most significant or prominent brand – sort of a parent to the other brands.
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