US-based Sonos manufactures smart wireless speakers, woofers, and multimedia panels. Consumer electronics are provided with voice assistants for working with music. More than a hundred companies have partnered with the audio brand, including Amazon Music, Spotify, and iHeartRadio.
Meaning and History
The most important thing about the Sonos logo is its name. This word is a palindrome; that is, it is read the same from right to left and left to right. To maintain symmetry, the designers did not add additional decorative elements to the lettering. The only exception is the first character in an oval frame.
2002 – 2011
In the debut logo, the word “SONOS” is placed inside a light geometric shape in the form of a rectangle with rounded edges. The background color is not uniform, but white-gray, with a shadow and a gradient. A thin black sans serif font is used for the brand name. The inscription is surrounded by a narrow, broken frame with two red inserts.
2011 – today
The second Sonos wordmark was developed in collaboration with Bruce Mau Design. In rebranding, the geometric shape disappeared, leaving five black letters on a blank white background. The font has become bolder compared to the previous one. In 2015, the same company BMD slightly modified the logo, making the lines even wider. But the overall concept has not changed: the designers have kept black and white minimalism and classic simple shapes.
Having lost the background, the inscription has not lost its attractiveness. It has the simplest design, but this does not prevent it from being recognizable and memorable. The emblem’s utilitarian style balances out other, more striking elements of visual identity, including iconography.
The word “SONOS,” written in black capital letters, is a mirrored ambigram. This means that you can read it in any position – even upside down.
Font and Colors of the Emblem
The fonts on the old and new logos are roughly the same, although slight differences in line length and thickness. Bruce Mau Design has tried to preserve the identity of the lettering while making it look to check and modern.
It used to be a sans serif typeface with subtle strokes, a perfectly round “O” and pointed “N” at the top and bottom. Aramis SemiLight is very similar to it – a sans-serif created in 2014 by the typographer Gert Wiescher and supporting several dozen languages. The only difference is the capital “S” style: in the word mark Sonos, they have a wider top than the bottom.
The company’s official font is now the Sonos Brand, but it does not match the logo design. The developers have modified one of the existing typefaces to give it individual features. A possible option is the Gill Sonos Regular, although the deviations at the ends of the letters are very noticeable. There are some similarities with the Futura Md BT Medium, except for the tweaked “S” shape. The only thing we can say for sure is that after the redesign, the inscription became bolder.
The first emblem had a multi-component color scheme: several shades of gray were combined with white and dark red, with a gradient used for the geometric shape. Everything is much simpler: the text is black, and the background is white, without smooth transitions of different shades and additional color accents.