Bose, known for the quality of its sound, recently underwent a major rebranding. The objective? Modernizing its identity while respecting its heritage. In a world where businesses like Apple or Decathlon are constantly refining their image, they had to adapt to remain competitive in the audio market.
This transformation, orchestrated by the Collins agency, is based on a refined design, a new color palette and a redesigned typography. But it's not just about the logo: this redesign reflects a wider evolution, where branding and communication play a key role in reaching a new generation of consumers.
This article is written by the Brand experts at Studio Elias: a certified Webflow partner branding agency
So did Bose succeed in its bet? What strategic choices guided this transformation? How does this redesign fit into the current digital branding trend? In this article, we will analyze this metamorphosis in detail, compare its evolution to other recent rebrandings, and see if this new identity brings real added value.
Since its creation in 1964 by Dr. Amar G. Bose, the Bose brand has established itself as a key player in the audio market. Its objective: to offer an immersive sound experience, with premium quality that appeals to both audiophiles and the general public.
From the very beginning, Bose has built an image based on innovation and performance. From the first Wave audio systems to the famous noise cancelling headphones, the brand has been able to differentiate itself through cutting-edge technology and an approach focused on the user experience.
This has been strengthened over the years thanks to effective branding and communication campaigns, highlighting the sound quality and the refined design of its products. However, as digital trends evolved, it became essential for Bose to adapt its image to appeal to a new generation of consumers.
The Bose logo, designed in the 1960s, has always been characterized by an italic font, a symbol of movement and energy. Its clean and identifiable design has survived the decades, affirming a strong identity and a high-end positioning.
However, faced with the rise of Apple, Sonos and Sony, an evolution became necessary to modernize Bose's image without betraying its premium DNA. It is with this in mind that the 2024 rebranding was initiated, led by theCollins agency.
Today, Bose is much more than a headphone and speaker brand. It has become a global reference in the high-fidelity audio sector, reaching a wide audience, from sound professionals to daily users.
With the rise of music streaming, remote work, and immersive experiences, Bose needed to adjust its branding to reflect the changing market. Its rebranding is therefore part of a logic of adaptation to new consumer expectations and to the technological innovations that are shaping the audio industry.
Digital technology has transformed the way brands interact with their customers. A strong visual identity is no longer limited to a static logo, it must be adaptable and dynamic, capable of functioning on various media: website, mobile applications, online advertising, online advertising, packaging, social networks...
Bose has therefore chosen to modernize its image, by adopting:
✅ A new color palette, more vibrant and expressive
✅ A redesigned typeface, inspired by the original logo, but more fluid and contemporary
✅ A dynamic graphics system, designed to be used in all digital formats
With this rebranding, Bose is repositioning itself as a resolutely digital brand, capable of competing with major technology companies.
Its rebranding does not only concern its logo, but also its entire visual and communication identity. The brand understood that its branding needed to be more flexible and scalable to adapt to new consumption patterns.
For example, the user experience on streaming platforms like Spotify or youtube has become essential. The sound and visual design must be in perfect harmony with the expectations of the public, who are looking for both simplicity and immersion.
With this new branding, Bose affirms a more modern and daring identity, while maintaining the elements that made its historic success.
Bose isn't the only brand that understood the importance of a strategic redesign. In recent years, several large companies have opted for rebranding in order to remain relevant in the digital market.
Among the most striking cases:
If you are interested in these developments, we have analyzed these strategies in detail in our article: 📌 Top 7 rebrands in 2024: Decathlon, Deezer, Ligue 1
This rebranding is therefore part of a global trend: historic brands must evolve to meet new digital uses and the growing demand for visual and marketing innovation.
But was this transformation successful? This is what we are going to analyze in the next section. 🚀
That of Bose, orchestrated by Collins, aims to modernize the brand's image while respecting its heritage. This redesign is based on a revisited logo, a more expressive color palette and a strengthened digital identity.
Bose called on Collins, a recognized branding agency, to make its identity more flexible and digital. The objective: a design capable of adapting to web, mobile and advertising media while remaining true to its premium image.
Rather than a radical change, Bose chose a subtle evolution:
✅ Retention of the iconic logo, with discreet adjustments
✅ Redesign of the communication system for greater consistency
✅ Dynamic design, adapted to digital platforms
The Bose logo has been modernized without losing its characteristic italics. The letters B and E have been refined for a more balanced and legible rendering, ideal for digital.
Bose adopts a palette based on musical chromatic notes, offering a more lively and immersive identity.
Rebranding improves the user experience:
✅ A website and optimized navigation
✅ Better integration with advertising campaigns and social networks
With this rebranding, Bose is consolidating its high-end positioning while adopting a more modern and immersive identity, designed to adapt to changes in the audio market.
But does this transformation live up to expectations? Let's compare its repositioning to that of other companies that have recently revised their visual identity.
Bose is getting a rebranding that is part of a trend where major brands are modernizing their visual identity to better adapt to new digital expectations. Let's compare this redesign to other recent strategies, highlighting successes and mistakes to avoid.
Apple and Bose share an approach based on simplicity and elegance. Both brands focus on minimalist design, a clean user experience and consistent branding across all media.
The common objective:
✅ Facilitate brand recognition
✅ Optimize the user experience on digital interfaces
✅ Strengthen the impact on digital and advertising media
While some brands are successful in their redesign, others encounter mixed or even negative reactions. Some examples of controversial rebrandings:
❌ Too many sudden changes (ex: Tropicana, whose redesign caused sales to drop by 20%)
❌ Loss of identity (ex: Gap, forced to return to its old logo after an outcry from consumers) ❌ A design that is too generic (ex: Yahoo, which lost character with an overly standardized redesign)
To avoid these pitfalls, it is crucial to adopt a thoughtful strategy and not to overlook its history and recognition. If you're considering rebranding, our guide will help you avoid the pitfalls:
📌 The worst mistakes to avoid when rebranding
By maintaining a balance between modernity and heritage, Bose avoids these mistakes and achieves a smooth and consistent transition. 🚀
Its rebranding is not limited to a visual change. It aims to strengthen its image on the audio market while improving the user experience. But how is this repositioning perceived? Did Bose succeed in its bet?
The reactions are generally positive. Design professionals welcome:
However, some regret a change considered too prudent, believing that Bose could have gone further in innovation.
This new visual universe affirms Bose as a premium brand, in line with current design and digital marketing trends. It reinforces high-end perception and attracts a new generation of users.
In a market dominated by Apple, Sonos, and Sony, Bose needed to adapt its image to avoid appearing outdated. This rebranding allows it to:
With more flexible typography and a wider color palette, Bose gains in readability and impact. The visual identity is now more fluid and integrates better with digital media, from web interfaces to marketing campaigns.
Bose is modernizing the brand image without taking major risks. It is part of an effective strategic continuity, although some observers would have liked a bolder approach. It remains to be seen how this identity will evolve over time and whether it will allow Bose to differentiate itself in the long term.
Behind every rebranding is a strategic investment. Modernizing a brand like Bose isn't just about changing the logo: it's a global redesign that touches on design, marketing, and user experience. But what budget was devoted to this project? And what return on investment can we expect?
A rebranding of this magnitude represents a significant investment. Although the exact budget for the Bose x Collins project has not been revealed, a visual overhaul for a company of this size is likely to be in the millions of euros.
The main expenses concern:
This type of investment aims not only to modernise Bose's image, but also to ensure visual consistency across all media and to reinforce its attractiveness on the market.
To put that into perspective, here are some examples of recent rebrandings and their estimated costs:
Bose likely falls between these two extremes, with an approach that favors gradual evolution over radical transformation.
If you are wondering how much a redesign would cost for your business, our dedicated article gives you all the keys to anticipate this type of investment and avoid budget overruns.
📌 How much does an agency rebrand cost?
Investing in a rebranding is only justified if it makes it possible to strengthen the brand on its market. With this new identity, Bose has several goals:
A good rebrand should not only respond to current trends, it should be long-lasting. By adopting a more fluid and adaptable identity, Bose ensures that it has a modular graphics system, capable of evolving with its future products and innovations.
This strategy allows it to capitalize on its heritage while anticipating the needs of today's and tomorrow's consumers. The challenge will now be to measure the real impact of this change on sales and brand perception.
At Studio Elias, we know that rebranding is a subtle exercise: it's about breathing new life into a brand while maintaining its essence. Bose dared to take this gamble, and it's exactly the kind of challenge we're passionate about.
We have supported several brands in their transformation, such as Fuga, which is shaking up the codes of mobility, BigBuddy, which is reinventing online education, or Pipole, a media that is establishing itself with a strong and assertive identity.
.png)
Our bold approach pushes us to rethink codes while remaining true to the DNA of each brand. For us, rebranding is not limited to a visual redesign: it is a real strategic evolution, designed to captivate, inspire and engage a specific audience.
Whether it's Bose or our customers, one thing is certain: reinventing your image requires courage. But when it's well orchestrated, it can propel a brand into a new era and leave a lasting impression on the history of branding.
And you, ready to breathe new life into your brand?
The rebranding of Bose is not a break, but a strategic evolution that modernizes its image while maintaining its heritage. Rather than a radical change, the company opted for a subtle redesign, focusing on a more fluid identity, refined typography, and a more expressive color palette.
This transformation, led by the Collins agency, aims above all to strengthen Bose's digital presence and to optimize the user experience across all media. With a minimalist and adaptable approach, it is in line with the trends adopted by other major players in the sector such as Apple or Sonos.
From a strategic point of view, this redesign was necessary to remain competitive in the face of ever more innovative competition. It should make it possible to attract new audiences while consolidating a high-end positioning. It remains to be seen whether this repositioning will have a direct impact on sales and the attractiveness of the brand.
Bose has evolved without denying its DNA. The question now is how this new identity will influence its future and its place in the audio market.
