THX
Brand Identity
Print
After celebrating twenty-five years of excellence in entertainment technology, THX has a globally recognized brand that appears in thousands of cinemas, autos, games, cables, and home theater equipment.
THX unveiled the new face and voice.
The parent and sub-brands are designed to appeal to audiences encompassing the technically proficient, Studio Professionals to the Online Gamers.
A design strategy was created to guide people of all talents on how to target these communities using a slide rule tool.
The Science to Sensation Road Map provides direction and guidance for creating and maintaining THX brand expression:
Sensational Experience focuses on the entertainment experience and the emotion it invokes.
Scientific Excellence focuses on the precision of THX and the quality it delivers.
Visual Identity
A visual vocabulary reflecting new growth areas for the THX brand was created considering evolving customer audiences ranging from the technically proficient Studio Professional to the avid Online Gamer. A set of brand usage guidelines was made to explain how to use the evolved THX brand signatures and illustrate when and how to use specific graphic devices, and photographic content and style using a “sliding rule” device.
The Science of Sensation is the tagline expressing deep emotional experience.
Color themes and gradient treatments complement the expressive visual canopy of the brand.
Interstate led the voice, while Sabon for its elegant, highly readable qualities, making it excellent for body text uses.
Expressing Experience
Bold imagery and foundational design principles provided clear visual guidelines for a wide range of skilled designers to align the brand.
Concept Generation
Conceptual themes were carefully curated to create a visual vocabulary of colors, textures, images, and typography to communicate a look and feel. The purpose is to initiate conversations with client teams and establish a collective consensus on the brand direction illustrated above.
Concept A
Concept B
Concept C
Concept D
