DTS Logo PNG
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.
DTS was founded in October 1990 by audio engineer Terry Beard, a Caltech graduate with two decades of experience in stereo recording equipment. Beard believed that cinema sound formats in the early 1990s were falling short of modern filmmakers’ needs. Through mutual contacts, he reached Steven Spielberg. He demonstrated a remastered version of “Close Encounters of the Third Kind” in the DTS format.
Spielberg chose DTS for his next film, and development began in 1991, four years after Dolby Laboratories had started work on Dolby Digital. DTS reached theaters on June 11, 1993, with “Jurassic Park,” about a year after Dolby Digital debuted in “Batman Returns.” With support from Universal Pictures and Matsushita Electric, more than 1,000 U.S. theaters adopted the system.
“Jurassic Park” made DTS known through five independent channels and a subwoofer, giving the dinosaur sound mix more depth than analog optical tracks could provide. Universal Pictures supported DTS exclusively until late 1997. In January 1997, “Jurassic Park” became the first home video release with DTS sound on LaserDisc, two years after the first Dolby Digital home release.
DTS then moved into licensing for home theater, DVD, Blu-ray, and digital broadcasting. In 2008, it separated its cinema unit as DTS Digital Cinema, later renamed Datasat Digital Sound. DTS bought SRS Labs in 2012 for about $148 million, adding more than 1,000 audio patents and trademarks, and then acquired Manzanita Systems in 2014. Tessera Holding Corporation completed its acquisition of DTS on December 1, 2016, and the combined company was renamed Xperi Corporation in February 2017.
Meaning and 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 due to the change in ownership, but the overall message has remained constant. The logo represents the product as a modern sound system, indispensable for an enjoyable viewing experience.
What is DTS?
Surround sound technology was developed in the United States in 1993 and is 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
The first logo likely appeared after 1995. Before that, the program was called The Digital Experience since its inception. The logo consists of a black rectangular background and lowercase white letters dts, connected.
The black background resembles a dark movie theater screen displaying credits or a section 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.
A young university graduate developed the system, 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 stand 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 conjunction with video, lighting, and costumes, creates a unique tandem visible to the viewer.
The white color of the letters indicates the product’s novelty.
2006 – 2020
2020 – today
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 to the parent holding, the emblem of which also features a changing color palette.
The merged letters still demonstrate the connection among all audio channels, which, when combined, create volume. The technique also illustrates the principle of the theater system’s operation, in which sound, located on separate CD-ROM discs, is read by the processor and combined into a single 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 sound’s smoothness.