THX
Brand Identity
Print
After celebrating twenty-five years of excellence in entertainment technology, THX has established a globally recognized brand that appears in thousands of cinemas, automobiles, games, cables, and home theater equipment.
THX unveiled the new face and voice.
Design Strategy
The primary and sub-brands are crafted to appeal to a diverse range of audiences, including technically proficient individuals, studio professionals, and online gamers.
The design strategy was to guide people of all talents, on how to target these audiences using a slide rule tool.
The Science to Sensation Road Map slide rule provides clear guidance for creating and maintaining the THX brand expression.
Sensational Experience emphasizes the entertainment experience and the emotions it evokes.
Scientific Excellence highlights the precision and quality that THX delivers.
Visual Identity
A visual vocabulary reflecting new growth areas for the THX brand was developed, considering the evolving customer base that ranges from technically skilled studio professionals to enthusiastic online gamers. Brand usage guidelines were created to explain how to implement the evolved THX brand signatures. These guidelines illustrate the appropriate use of specific graphic elements, photographic content, and style utilizing a “sliding rule” device.
The Science of Sensation tagline communicates deep emotional experience.
Color & Type
Color themes and gradient treatments complement the expressive visual landscape of the brand.
The Interstate typeface serves as the brand’s voice, while Sabon, known for its elegant and highly readable qualities, is ideal for body text.
Expressing Experience
Bold imagery and foundational design principles offer clear visual guidelines for a wide range of skilled designers to align with the brand.
Concept Generation
Conceptual themes were carefully curated to create a visual vocabulary encompassing colors, textures, images, and typography that communicate the new look and feel. The objective is to initiate conversations with client teams and establish a collective consensus on the brand direction outlined above.
Concept A
Concept B
Concept C
Concept D
