Shure is an American audio electronics manufacturer known for professional microphones, wireless systems, and consumer listening products. The company’s current visual identity centers on a bold green wordmark, a color choice introduced during a 2019 brand refresh developed with the global brand consultancy FutureBrand.
Design and History
Shure’s new brand identity debuted at CES 2019, followed by a rollout across all brand touchpoints including the website, social media, advertising, packaging, and internal applications such as facilities and corporate communications.[1] FutureBrand, which partnered with Shure on the refresh, described the work as harnessing the company’s legacy to create a “new bold, flexible visual identity” that reflected where the brand was headed.[2]
The most visible change was the shift to a bright green logo. Shure executives explained the rationale at the 2019 Guangzhou International Professional Lighting and Sound Exhibition, where the new identity was showcased. According to Shure’s senior retail marketing director, the company, then nearly 94 years old, did not want to present an aging image to consumers. The green was chosen deliberately: electronic devices show a green indicator light when powered on, and Shure wanted the logo to express that the team is always “on” and ready to serve customers, while also making the brand feel younger and more energetic.[3][4]
The refresh also introduced a new slogan, “Sound Extraordinary” (rendered in Chinese as “音为不凡”), emphasizing the brand’s commitment to delivering exceptional sound experiences for music lovers and content creators.[4] Neil Shah, Shure’s Director of Global Marketing, said the updated visual identity and tone of voice “fostered bolder ideas among internal teams and partners.”[2]
Meaning and Symbolism
The green color of the Shure logo carries a specific, documented meaning tied to consumer electronics. Shure’s retail marketing leadership explained that green was chosen because it is the color of the power indicator light on electronic devices when they are switched on (as opposed to red for off). The logo’s green therefore symbolizes the company’s “Always On” state, representing a commitment to being constantly available to serve customers and consumers.[4][3]
The color change was also framed as a way to make the nearly century-old brand appear younger and more dynamic, moving away from a perception of being an aging heritage company.[3]
Typography and Design
Shure’s primary identity font is Trade Gothic, which was used in packaging design for the company’s consumer headphone line developed by the agency MiresBall in 2014.[5] The current wordmark is a bold, all-caps rendering of the SHURE name in a sans-serif style, though no official source confirms the specific typeface used in the 2019 logo itself.
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