How Bruce Mau Design helped to reposition SONOS through its visual identity.
How Bruce Mau Design helped to reposition SONOS through its visual identity
Founded in 2002, SONOS is the leading manufacturer of wireless music systems.
The SONOS Wireless HiFi System lets you wirelessly stream all the music you like in every room of your home, controlled from your Android, iPhone, or iPad. In addition to playing your personal digital music collection, it gives you access to millions of songs and thousands of radio stations.
In 2011, as this electronics innovator prepared to launch a new game-changing product, they recruited Bruce Mau Design to help rethink the SONOS brand identity.
SONOS wanted to reposition themselves and evolve from a technology brand beloved by “in the know” audiophiles to a company with broader appeal, focused on experience and originality.
First, Bruce Mau Design assessed the brand’s visual identity. They decided SONOS needed to emphasize their leadership, relevance, and dedication to the music experience.
To do this, they found a way to express sound in a visual format. They redesigned the logo, giving it a simplified and streamlined quality to grab consumers’ attention. They splashed black and white backgrounds with bright colors, lights, and images. They created dynamic visuals that mimic the motion of sound waves, bringing energy and life to the SONOS brand.
As part of the campaign “Sonos Your Home” a pop-up was built in La Défense, the center of Paris’ financial district. This intercative piece aimed to build familiarity with and awareness of the Sonos technology and brand.
The work of Bruce Mau Design is now visible in retail contexts, tradeshow displays, the SONOS app and startup screen, and national and international communications. Since the rebranding, SONOS has experienced exponential growth in an increasingly competitive industry.
Visual design plays a key role in defining a brand’s unique style and voice. In addition to creating beautiful images, professionals in the field know how to explain design concepts and the decisions behind their work.
A visual designer works in both physical and digital environments, making the field a hybrid between graphic and user interface design. They also have skills in web design, user experience, and sometimes even coding. User interface (UI) designers are responsible for the look and feel of a website, app, or product. They’re the ones who set layouts and add colors, typefaces, icons, and other design elements. Graphic designers work with print designs and deliverables like posters, brochures, invitations, and business cards. They also create user interface design assets for the web, like logos and icons.
Visual design played a vital role in redefining the brand identity of SONOS.
Bruce Mau Design knew that the best way to change how consumers perceived the company was to change they way they literally saw it—on advertisements, packaging, and digital platforms.
By creating a bold and colorful image that reflects the company’s essence, they completely redesigned SONOS and its future.
Visual design goes beyond aesthetics and pleasing imagery—it’s one of the core elements that defines what a company is and how it’s conceptualized by the public.
Visual designers therefore have an immense power to change the trajectory of brands for the better, and to help them achieve their goals rapidly, effectively, and creatively.
The Bachelor in Design is a comprehensive degree that seeks to challenge today’s physical, experiential, functional and emotional reality. Designed for flexible and audacious individuals who can seek creative solutions for a better and sustainable life, even when faced with limited resources.