Founded in 1964, Bose has been a leader in audio engineering, consistently delivering products that aim to immerse users in sound. Known globally for their QuietComfort series, soundbars, and other premium audio solutions, Bose’s brand has always been rooted in the promise of bringing people closer to their music through superior technology and experience. As Bose approached its 60th anniversary, the company recognised the need to rejuvenate its image to attract a new generation of users while preserving the loyalty of existing customers.

The Challenge

Bose was ready to evolve from an “audio equipment” company to a brand synonymous with “Immersive Audio.” To do this, the challenge was to shape Bose’s identity to align with the promise of creating sound experiences that feel almost tactile, allowing users to feel immersed in the moment. This shift wasn’t just about modernising the look but refining and strengthening the brand’s voice and messaging to emphasise how Bose products impact life experiences.

Strategy and Process

COLLINS, a renowned design agency, took on the challenge to reimagine Bose’s identity, focusing on the essence of “sound as power.” Working closely with Bose’s internal leadership, COLLINS delved into Bose’s brand, heritage, and values through intensive workshops and stakeholder interviews. This collaboration led to a branding strategy that would uphold Bose's legacy and, at the same time, appeal to a younger audience.

Here’s how COLLINS crafted Bose’s new look and feel:

1. Refining the Iconic Logo: Bose’s logo, initially crafted in the 1960s, has an enduring quality. While the original wordmark was kept largely unchanged, subtle tweaks like refining the bar in the “B” and “E” enhanced the logo’s modernity without losing its timeless appeal.

2. New Typeface: “PayPal Pro”: A custom typeface developed with Tekio, inspired by Bose’s iconic italicised wordmark, captures the movement and flow of sound waves. This flexibility in the typography allows for more dynamic brand applications across digital, print, and motion design.

3. Dynamic Colour Palette: While Bose is famous for its monochromatic black-and-white colours, the rebrand introduces vibrant colour accents. These colors, inspired by the core chromatic tones in sound waves, bring a fresh energy to the brand’s visual identity, appealing to a contemporary, visually driven audience.

4. Motion-Driven Identity: In keeping with Bose’s emphasis on sound immersion, the brand visuals now include fluid, movement-based elements in digital and animated formats. Visuals imitate gestures like “tapping, flipping, and swiping,” mirroring how people interact with music and sound in everyday life.

Launch and Partnerships

To unveil this new brand direction, Bose launched its refreshed branding with its next-generation products, including the QuietComfort Earbuds and Headphones. Collaborations with artists like Donald Glover, Jamie XX, and PinkPantheress underscore the rebrand’s goal to connect with modern artists who embody creativity and a passion for experiential audio. The campaign reinforces Bose’s position not only as an audio technology company but as a cultural influence in sound and music.