Beyerdynamic rebrands for consumer focus
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