Boston Acoustics is an American audio equipment manufacturer founded in 1979 in Boston, Massachusetts, by Andy Kotsatos and Frank Reed. The company’s visual identity has undergone at least one significant documented redesign, most notably in 2007 when the brand introduced a new logo and slogan as part of a broader rebranding effort.
Design and History
In August 2007, Boston Acoustics launched a new series of home audio products alongside a new logo and slogan (“Play Smart”), a move designed to reinvigorate the storied brand. The rebranding accompanied a new product direction emphasizing personalization and customization, including the company’s Personal Options Plan (P.O.P.), which allowed customers to swap removable cloth grilles in various colors on select speakers. [1]
The 2007 logo replaced the company’s longstanding conservative emblem. The new mark featured a stylized lowercase “b” inside a red oval, with a lowercase “a” subtly incorporated into the design. The logo was described as simple, recognizable, and effective in both color and black-and-white applications, an important consideration for product manuals and print materials. [2]
The rebranding was announced alongside the company’s new “Play Smart” attitude, which was reflected in the innovative speaker design concept called the Boston Personal Options Plan. [3] The new direction was also confirmed by senior VP/GM Eli Harary, who stated that Boston would use the term “play smart” in its design, distribution strategy, and communications with trade partners and consumers. [4]
Prior to the 2007 redesign, the company’s logo was described by one industry observer as “white words in a red box,” a mark that had been in use for many years. [2]
Meaning and Symbolism
The 2007 logo’s red oval and stylized lowercase “b” were designed to be simple and recognizable, with the lowercase “a” hidden within the “b” as a subtle detail. The design was noted for working well in both color and monochrome reproduction. [2]
The “Play Smart” slogan that accompanied the new logo was part of a broader brand repositioning that emphasized the company’s new product philosophy and design direction. [1]
Typography and Design
The 2007 logo featured a stylized lowercase “b” as its primary graphic element, with a lowercase “a” integrated into the design. The mark was placed within a red oval, creating a compact emblem that could be reproduced effectively across various media, including product manuals and black-and-white printing. [2]
Brand asset databases list the brand color for Boston Acoustics as Brick Red (#D32F50), along with white (#FFFFFF). [5]
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