In May 2008, Company B launched as a full-service marketing communications firm. We wanted to create a logo mark that communicated integration. Andrei Slobtsov said at the time, “I chose a font with circular letter shapes to help make the typography more fluid and interconnected, reinforcing a 360-approach to marketing.” A vibrant color palette was explored but ultimately a bold red was chosen.
Company B was born.
Hip-hop producer Andre ‘Dr. Dre’ Young and Interscope-Geffen-A&M Records chairman Jimmy Iovine founded Beats Electronics, LLC to produce audio products and equipment. Headquartered in Santa Monica, California, the company debuted its first product called Beats by Dr. Dre Studio headphones, in late 2008.
As Company B continues to grow and increase our own exposure (thanks to a portfolio of incredible clients for which we are grateful), that visibility has invited more and more observations that our ‘b’ looks a lot like “Beats by Dre.’ It’s undeniable that the maker of headphones has blown up – evidenced by the parade of young consumers sporting an array of colorful headphones.
So it’s time to evolve. We’ve gone from our font (for the record Chalet London 1970, as opposed to Beats’ Abeat by Kai) to a more clear statement using a font called Universal Doomsday. The circle ‘b’ is now more of a speech bubble – a nod to the voice of our clients whose brands we develop, refine or express every day.
As they say in music, the beat goes on. Or as Dr. Dre himself said, “Hope you ready for the next episode.”