After celebrating twenty-five years of excellence in entertainment technology, THX has begun a new chapter of growth, and THX now has a globally recognized brand that appears in thousands of cinemas, autos, games, cables and home theater equipment. A key component of this progression is the evolution of the brand identity. After months of internal work sessions and creative design, THX unveiled the new face and voice of THX.
A visual vocabulary reflecting new growth areas for the THX brand was created taking into account evolving customer audience’s ranging from the technically proficient Studio Professional to the avid Online Gamer. A composed set of brand usage guidelines were created, not only to explain how to use the evolved THX brand signature’s but to illustrate when and how to use specific graphic devices, and photographic content and style using a “sliding rule” device.