DTS Logo


The DTS logo is bright, like a paradise bird. The emblem conveys a play of sound, shifts, and the merging of audio at different pitches, creating a rich and voluminous flow. It demonstrates the tandem of various company technologies.

DTSDTS: Brand overview

Founded:October 1990
Founder:Terry Beard
Calabasas, California, United States

DTS is a company, system, and technology simultaneously. It is associated with creating surround sound for cinema and video. Its main competitor is Dolby Laboratories. It owns technologies for the concert, theater sound, and home theaters. It also owns companies such as SRS Labs (sound processing), Manzanita Systems (software for digital TV), and Phorus (wireless audio). Xperi Corporation has owned it since 2016.

Meaning and History

DTS Logo History

The format of the inscription chosen in 1993 has been maintained in the company’s logo for the last 30 years. It indicates DTS’s connection to the film industry and film reels. It tells the story of the product’s operating principle. The entourage for the inscription has changed, which is related to the change of ownership, but the overall message has remained constant. The logo represents the product as a modern sound system, indispensable for enjoyable viewing.

What is DTS?

A surround sound technology developed in the United States in 1993, used in cinema, on DVDs, and for home theaters. In modern systems, there are 5-7 audio channels and one for the subwoofer. For movie theaters, the sound is stored on special discs, read by the processor, and combined with the image.

1993 – 2006

DTS Logo 1993

The first logo likely appeared after 1995. Before that, since its inception, the program was called The Digital Experience. The logo consists of a black rectangular background and lowercase white letters dts, connected to each other.

The black background resembles a dark movie theater screen where credits are displayed or a piece of a filmstrip. The program’s main focus is sound creation when watching video materials, which is why DTS is often used in movie theaters. The system’s debut also took place in the cinema. Hence the choice of background.

The interconnected glyphs resemble a filmstrip. They embody the unification of all channels or audio tracks in creating a single sound. It also hints at the product’s history of being brought to light.

The system was developed by a young university graduate, and perhaps no one would have found out about it if Terry Beard, through acquaintances of acquaintances, had not managed to reach the famous Spielberg, who liked the sound. After that, all the movie theaters showing “Jurassic Park” began using DTS. Therefore, the product’s emblem encodes the importance of connections between people.

The letters in the name are an abbreviation for Digital Theater Systems. The lowercase writing represents the system as an auxiliary tool during viewing. All consumer attention is focused on the screen. DTS acts behind the scenes and, in connection with video, lighting, and costumes, creates a unique tandem observed by the viewer.

The white color of the letters indicates the novelty of the product.

2006 – 2020

DTS Logo 2006

2020 – today

DTS Logo

In 2020, the company owning DTS merged with TiVo, forming Xperi Holding Corporation. This caused a review and update of all the company’s brands.

The modern logo is brighter and lighter. The dark background has disappeared, and the letters have gained a gradient. The technique connects DTS with the parent holding, the emblem of which also consists of a changing array of colors.

The merged letters still demonstrate the connection between all audio channels, which, when combined into one, create volume. The technique also indicates the principle of the theater system’s operation when sound, located on separate CD-ROM discs, is read by the processor, joining into a common stream.

Font and Colors

The logo’s color scheme is a gradual transition from orange to yellow. The shades embody comfort and enjoyable viewing. The palette lifts the mood, representing the sun and gold, presenting DTS as a popular system that has achieved recognition and a high position. The gradient indicates the harmonious merging of multiple sounds, forming a single background.

The inscription’s font is unique due to its merged writing, resembling Dolmen. All the angles of the elements are smoothed, hinting at the smoothness of the sound.

DTS color codes

Medium VermilionHex color:#d7653e
RGB:215 101 62
CMYK:0 53 71 16
Pantone:PMS 7579 C
XanthousHex color:#ebae35
RGB:235 174 53
CMYK:0 26 77 8
Pantone:PMS 1235 C