Architectural audio products supplier Sonance will take the occasion of next week’s CEDIA Expo to announce a new brand identity, consolidating its multiple brands under the parent brand of Sonance.
The company said that the decision was inspired by a desire to streamline their number of brands, simplify the customer experience and clarify their values as a unified company which is still owned and operated by the original founders.
Currently, under the Dana Innovations banner reside: Sonance, known primarily for speakers; IPORT, a brand with a range of products that hold, charge and protect tablets and turn them into home controllers and business efficiency tools; and TRUFIG, created in 2009 as a flush-mounting process that unobtrusively integrates technology into architecture with a trimless, minimalist aesthetic for HVAC grilles and for receptacles such as power outlets.
Going forward, the Sonance brand will now resume its position in the role of “parent” and officially become the face of the entire company, according to the announcement.
“The guiding principles of the Sonance brand are what ties everything we do together, and they apply not only to Sonance, but to IPORT and TRUFIG as well,” says Ari Supran, Sonance CEO. “Sonance believes in designing products to disappear into architecture, forging authentic partnerships with our customers, and continuing a long heritage of innovation. We have always been Sonance, it’s just that today, we do so much more than speakers and it’s time for us to evolve the Sonance brand beyond sound, to best encapsulate everything we do.”
A new tagline for Sonance, “Beyond Sound,” will accompany the visual brand refresh.