HIDDEN SOUND Identity
HIDDEN SOUND’s new aesthetic signature arose out of collaboration with Brand New World, creating a distinctive look that integrates cutting-edge sonic properties with minimal modernist forms. BNW has embarked on the challenging adventure to establish a clear identity for the new market and customers, including a new logo, legalities, style guide, internal assets, digital assets, website, narrative and 360-degree communication of the brand, as well as product design.
HIDDEN SOUND recognised the modern consumers’ need for a totally new concept of an easy to use, affordable HiFi digital sound system, that could deliver unsurpassed performance combined with minimal visual intrusion, based on innovative DML and DSP technologies. The brand’s former visual identity didn’t represent the its future-looking solution - the ideal combination of minimalist form and next-generation acoustic technology, perfectly tuned, with an unparalleled level of sustainability and recyclability in the home audio category. HIDDEN SOUND needed a modern brand that stood out from their competitors in the audio industry, as well as communicating a main benefit of its solutions - emitting natural sound evenly in all directions without global interference and reproducing sound as close as possible to a live performance.
The HIDDEN SOUND typography uses Poppins as primary font and Helvetica Neue as secondary font.
A new color palette was conceived. The color palette is comprised of a classic black and white as primary colors, and pastel palette - cream, cyan-green, cyan-blue and vibrant orange as secondary colors.
HIDDEN SOUND had practically to single-handedly reinvent the entire home audio category, designing the thinnest audiophile speakers in the industry in the process, which cause no listening fatigue and offer the depth of emotion of high fidelity. It embodies the perfect combination of minimalist form and next-generation acoustic technology, perfectly tuned and designed to last.
The proprietary design uses micro-vibration to generate digital sound, creating the ultra-thin design of HIDDEN SOUND speakers in its unprecedented form. Just 4mm thin, a first layer of sustainable balsa wood harvested from reforested plantations uses advanced micro-vibrations to produce digital sound, covered by a uniquely formulated second layer of 4mm thin acoustic foam. Held in a minimalist, 8 mm thin frame with an integrated stand, made from hard-coated, recycled aluminium, it is initially manufactured as a perfect high-tech industrial series product, and then each single set carefully refined and coded using old-fashioned handcraft of the master engineers.
BNW turned the entire desire process around, by stopping only when nothing more could have been take away. Everything that was not necessary for sheer sound excellence was removed. The shape of the sound-producing surface of the speakers corresponds to the golden ratio - the only form to produce high-end sound with DML technology - supported merely by the thinnest possible aluminium frame with an integrated stand, completely open / not covered in the back. In fact, amazing, room-filling 360-degree sound is the most important design feature, and nothing else is allowed to get in its way.
Even the subwoofers, the HIDDEN CUBES, cleverly containing our proprietary amplifiers and connectivity systems, to form a closed 2.1 sound system, are designed against all industry standards, pointing the bass drivers upwards, instead frontally, and being totally uncovered - naked.
The new visual identity of HIDDEN SOUND is communicated through means of a seriously developed brand tool-box: brochures, advertisements, proprietary logo and typography, promo-tools and a new website. BNW created a user manual containing step-by-step instructions guiding users through how to use the product and potential troubleshooting in case something goes wrong.
BNW incorporated the new visual identity of HIDDEN SOUND into a new website. An innovative combination of the narrative and the visual content contributes to improve the its usability and modularity.
