Only rebrands iconic hi-fi company Cambridge Audio for a new era
Only has rebranded Cambridge Audio, the much-loved British hi-fi brand founded in 1968. The Manchester-based studio, co-founded by brothers Daniel and Matthew Tweddle, started working with the company…
www.designweek.co.uk
I stumbled upon this article recently and thought it was kind of relevant to this thread because Cambridge Audio have some new branding to appeal to a 'younger and more diverse' audience. I have never read so much BS in my life! See what you think. Here's an excerpt:
The company had already honed in on a brand idea – “made by music” – and wanted to keep the mark, which is a small circle inside a bigger one.
But Only changed the way the mark is used with the logotype, allowing them to appear independently – “to give them more power in different contexts” – and redrew the logotype.
This was a tricky job, Matthew Tweddle explains, because of the many manufacturing and production processes that shape how it appears. “There are so many ways that it’s seen on the products,” he says. There was a lot of consideration about the weighting of each letter and a lot of nuance in the way it’s designed.”
A new type system, built around Klim Type Foundry’s Söhne and Tiempos Headline, balances “attitude and confidence” with a more “high-end premium audio bit.”
“It allows us to communicate in a wide range of tones to different audiences at different times, while always feeling consistent,” Matthew Tweddle says.
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