The new Bose rebrand features its hand-drawn heritage logo

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Bose has unveiled a harmonious new brand identity that celebrates its heritage while carrying its innovative heritage into the modern age. Steeped in a rich history of audio engineering excellence, the rebrand has a revitalized appeal that captures the brand’s dynamic spirit while reinforcing timeless elegance.

Looking back at some of the the best rebrands of all time, it’s clear that mastering the fine balance between heritage and contemporary elevation is no easy task. With an energetic new color palette, elegant typography and an authoritative brand voice, Bose’s new identity is a refined tribute to its design heritage and a powerful projection of its innovative future.

Created by brand consultancy collinsthe Bose rebrand was shaped by the simple element of sound. With a rich history of creating elite audio equipment, Bose’s “sound is power” positioning has been a powerful catalyst in refining the new brand value centered on “Immersive Audio”. One case study Collins claims that “We amplified and liberated their identity to take on its most expansive form – aiming to reaffirm Bose with a revitalized, declarative voice that invites people into an unparalleled world of immersive sound.”

While the rebrand has an undeniable contemporary quality, Bose’s original wordmark remains largely unchanged, reinforcing its strong heritage and maintaining brand consistency. Despite being created in the 1960s, the logo has a timeless quality, with only the bars at the base of the ‘B’ and the top of the ‘E’ receiving a minor design change.

Inspired by the italic form of the original hand-drawn logo, the new typeface was developed in collaboration with Tekiobrings flexibility and dynamism to the new branding. The expansive color palette takes a sonic-inspired approach, with each dynamic hue coinciding with the eight basic chromatic tones. An immersive suite of motion graphics gives the rebrand a contemporary fluidity, drawing on the power of music to inspire movement.

The Bose rebrand is exactly what I love to see from a heritage brand – a perfect blend of authority and identity, embellished with a contemporary freshness to inspire a new generation. As we have seen with the recent ones The Kleenex Rebrandsometimes a brand refresh benefits from simple but thoughtful design developments that reinforce rather than replace an identity. For more design inspiration, check out the best rebrands of the 2020s (yet).