Bey­er­dy­namic re­brands for con­sumer fo­cus

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Bey­er­dy­namic un­veiled a new cor­po­rate iden­tity and six new prod­uct launches at IFA 2018, along with an in­ter­est­ing take on au­dio per­son­al­i­sa­tion, called MOSAYC, which turned out to lever­age the same Mimi De­fined tech­nol­ogy which Loewe is in­stalling into its TVs.

The dy­namic CEO Edgar van Velzen (on the right above) even switched shirts mid-pre­sen­ta­tion at IFA 2018 to proudly dis­play the new ‘y’ em­blem which ac­com­pa­nies the mod­ernised bey­er­dy­namic logo, along with a host of brand-po­si­tion­ing state­ments and slo­gans which de­fine a new era for the con­sumer mar­ket.

But the new fo­cus won’t ne­glect the com­pany’s solid po­si­tion within the pro­fes­sional mar­ket, said van Velzen, not­ing the com­pany is now 94 years old, or young, as he said. In­deed part of the new ap­proach was prompted by pro­fes­sional users and their at­ti­tude to their bey­er­dy­namic prod­ucts.

“‘Our bey­er­dy­nam­ics” they say,” says van Velzen, “they are so at­tached to them.” So the new con­sumer ap­proach aims to ex­tend that pride of own­er­ship to the con­sumer mar­ket. “They are your prod­ucts,” is the mes­sage.

So there’s a new Brand Truth which brings to­gether the pro­fes­sional ex­per­tise with the con­sumer prom­ise: “From the thrilling stages of the world, through the in­spir­ing stu­dios of the cities, di­rectly into your ears and soul…”

A new Brand Prom­ise: “We make so­phis­ti­cated prod­ucts for so­phis­ti­cated peo­ple.”

And fi­nally the Brand Claim, which is sim­ply: “your bey­er­dy­namic” to­gether with the mod­ernised font for bey­er­dy­namic text — “We think this is quite good,” said Cre­ative Direc­tor Christof Hintze with un­usual mod­esty. “A logo for to­day.”

WHY Y?

The brand sym­bol is a kind of ‘y’. Some­thing shorter than the brand name was needed to coun­ter­act the prob­lem that bey­er­dy­namic is just too long a word to fit at any size on head­phones. As for why Y, it com­bines var­i­ous thoughts — it’s the cen­tre of beyer, it’s the only let­ter in both beyer and dy­namic, and of course — as any fule kno — it’s also the philo­soph­i­cal let­ter for trans­for­ma­tion.

The new prod­ucts — six, the high­est num­ber ever of bey­er­dy­namic launches in the con­sumer mar­ket at IFA — in­clude three new in-ear mod­els. “Our mis­sion is to make them bet­ter, high qual­ity but small driv­ers, the best-fit­ting hous­ing, the high­est au­dio qual­ity,” was the launch mes­sage. These in-ear ‘Byrd’ mod­els rise from the flat­backed Beat Byrd (“so flat you can sleep on it”), through the Soul Byrd to the Blue­tooth-equipped Blue Byrd (see what they did there?), which is the first model to in­clude the Mosayc per­son­al­i­sa­tion, with a Euro price of €129. A ver­sion of the Blue Byrd with noise-can­celling will also be avail­able, the Blue Byrd ANC, at €249.

Then there are two vari­ants of the La­goon ANC, de­signed as a pre­mium mo­bile head­phone — a Blue­tooth over-ear de­sign with dig­i­tal ac­tive noise can­celling, the in­ten­sity of which can be ad­justed in two lev­els via a switch, or de­ac­ti­vated (or, in­deed, in ca­ble op­er­a­tion). The noise-can­cel­la­tion is hy­brid, us­ing both ex­ter­nal and in­ter­nal mi­cro­phones.

And snazzy this — the in­di­ca­tor lights are in­ter­nal, in­side the earcups, and you can per­son­alise the il­lu­mi­na­tion (see be­low). The La­goon ANC sup­ports Blue­tooth au­dio codecs in­clud­ing AAC, aptX, and aptX Low La­tency. Voice an­nounce­ments are avail­able in both English and Ger­man, and bat­tery life is quoted at up to 24 hours. The Euro price will be €349, with avail­abil­ity in two colour vari­ants from late 2018 (Q4).

More info: www.bey­er­dy­namic.com.au

◀ bey­er­dy­nam­ics’ team launches the new brand­ing in Berlin ▲ The new ‘Y’ em­blem on the com­pany’s pub­lic stand

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