Bose Rebrand
University of the Arts London
Over the course of a semester we worked with an assigned brand to not only give them a new logo, but create a whole new brandworld. I based this rebrand on the idea of using sound as a ‘tool’. Customers commonly use different types of music to achieve a certain mood - for example, to pump them up for a gym session or to relax them enough to fall asleep. My designs reworked Bose’s existing tagline ‘Sound is Power’ to show that sound can be whatever the user needs it to be, and Bose can provide the best sound.
This idea of servicing the user feeds back into Bose’s new logo - not only a letter ‘B’, but also shaped like an abstract ear, to show that the listening experience is Bose’s priority. The various moods the brand can help achieve are expressed through creative use of the five lines on a music stave. The video below shows how Bose products can help set your mood:
The project involved creating a logo, brand world, animation and video advertisements, and a sub-brand for a Bose circular repair shop, which can be seen on the next page.