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.
Design Strategy
The parent and sub-brands are designed to appeal to audiences encompassing the technically proficient, 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.
It’s fairly clear, but it can be improved for readability and precision. Here’s a revised version:
The Science to Sensation Road Map slide rule offers clear guidance for creating and maintaining the 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. 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, photographic content and style using a “sliding rule” device.
The Science of Sensation is the tagline expressing deep emotional experience.
Color & Type
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 the new 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
