Collins rebrand of Bose leaves the original 1960s wordmark (mostly) untouched [Video]

When it came it rebranding the audio company Bose, the team at Collins found that it wasn’t just its visual world that needed updating. “It was in need of a renewed story, and that story is what needed a new visual expression,” Brian Collins tells It’s Nice That. “For decades, they’ve pioneered breakthrough acoustic products that would make any engineer swoon,” design director Zuzanna Rogatty explains, with an internationally renowned range of products that encompass speakers, audio glasses, headphones, hearing aids, audio glasses, noise-cancelling and so on. 

This vast range of products, and how the brand is constantly examining how the future is changing, needed to be put front and centre. “Sound is what they do, and that focus really allows them to grasp the nuances of what people are now looking for,” senior strategy director Allison Solomson says. “Their expertise is grounded in a rare understanding of how people …