Aaron Padín
BRAND TRANSFORMATION
This rebrand had to be more than just a visual change. It had to clearly explain who they are and more importantly what they do. The name, Bongiovi Acoustics DPS, defined only a small part of what they are currently doing. We also audited their business architecture. With DPS technology at the core of the company, out came three horizontals — Consumer, Medical Solutions and Transportation. This horizontal landscape is future proofed for expansion and developments with new partners. This was all packaged in a new brand identity and brand language. One that made the brand appear sleek, modern, but most importantly, expressed the new brand position and equipped them with tools to go into their new sectors.
LOGO CONCEPT
The old logo was dated and referenced an earlier technology the company no longer uses. We evolved the Bongiovi ‘B’ and a blue color scheme from their original mark with the new brand architecture, visually tapping into DPS technology for the new logo. Four bars represent the algorithm of DPS technology. Tight letter spacing symbolizes how Bongiovi DPS technology restores quality in compressed sound. A mix of type weights suggests forward movement. Adding a black background nods to the brand’s rock and roll history. Together, they have become the new face of Bongiovi Acoustic Labs.
