Digital brand signatures for harman/kardon:

harman/kardon has constantly evolved from a hi-fi specialist to a provider of 360° entertainment solutions. With the release of the multimedia “Guide & Play” PND (Portable Navigation Device), harman/kardon initiated a brand rejuvenation and extension process reaching beyond traditional touchpoints, in order to successfully enter a very dense and competitive market. The task was to attract a new target group without alienating the existing loyal target group. The proposed solution was to complement the existing logotype with the iconic circle, a characteristic signature of harman/kardon's product language, as the hero to elevate the brand's visibility and to ensure that customers link harman/kardon with 360° entertainment solutions.