For over a century, Philips has been responsible for some of the biggest innovations in home entertainment such as the tape recorder, the CD, DVD and Blu-ray. As it looked to the future in which entertainment is connected and social, the company decided to rebrand its lifestyle entertainment business.
The new organisation, called WOOX Innovations, celebrates this spirit of innovation by committing itself to creating a new generation of Philips-branded innovations for music and entertainment lovers around the world.
Designing the visual identity for an organisation with such deep history, yet such a large ambition is exactly the type of challenge we love. And working directly with the design team Philips meant that the identity would have to measure up to the same high standards of precision and craftsmanship that they put into their products.
Every line and curve was carefully considered. Iteration after iteration, a bold custom wordmark got closer to combining the energy and dynamism with the stability and trustworthiness that the brand demanded.
In the final result, the subtle upward arrow in the negative space at the base of the W is magnified in the lower half of the X, creating a link between the two and anchoring the Os in the process. A simple, yet elegant representation of the future of connected entertainment.
(Images from Flickr/Slashgear)