A dynamic brand identity amplifies the image of Well Rounded Sound, a boutique company that designs and manufactures the finest audiophile equipment on the market. Our graphics echo the product’s high-fidelity performance with a unique mark inspired by waves of sound and the shape of the speakers.
The aptly named Well Rounded Sound makes audio equipment that uses distinctive circular forms and patented state-of-the-art technology to produce the best sound possible. Scaled for desktops and the home, the speakers are designed and manufactured in the US using eco-friendly materials like wood and bamboo. The company asked us to develop a memorable brand identity that would help it be heard above the competition. The graphics had to convey the handmade, sustainable quality of the speakers without glossing over the technical detail of the engineering and construction that audiophiles appreciate.
We created a strong, simple identity that clearly communicates what Well Rounded Sound is all about. The logo riffs on the company name in curving lines that suggest waves of sound, as well as the idea of sound as energy and vibration. The mark is placed in a circle that doubles as the shape of the speakers, accompanied by a logotype in custom rounded letterforms. Packaging and stationery use recycled papers and eco-friendly inks to convey the sustainability and handcrafted quality of the product, as well as the tactile texture of the largely wood components.
The branding resonates with music aficionados and a design-driven audience, giving Well Rounded Sound a bigger voice in its category. The cohesive system extends to the company’s e-commerce site, which has been built on the Shopify platform and is stylish and easy-to-use. “Hinterland Studio provided the right balance of artistry and technical know-how,” says Jerry Cmehil, Well Rounded Sound’s founder and CEO. “Our company is showcased in an understated yet sophisticated way, highlighting our ethos and our product.”
Research: Music, technology, sound waves, eco-friendly and handmade
Exploration: logotype development
Exploration: monogram development
Logo prior to the redesign
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