Sennheiser is a German audio technology company founded in June 1945 by Dr. Fritz Sennheiser as the Wennebostel laboratory in Wedemark near Hanover [1]. The company’s visual identity centers on a distinctive S-shaped logo mark paired with the Sennheiser wordmark, a combination the company describes as iconic and recognizable [2].
Design and History
In April 2017, Sennheiser announced a new corporate design and visual language, described as an evolution reflecting the audio specialist’s continued forward motion [3]. The update included enhancements to both the wordmark and the S-shaped logo, with the logo further established as a stand-alone brand mark [3]. The new look was rolled out during 2017, with the HE 1 flagship headphones and tube preamp as the first product to carry the redesigned logo [2].
Oliver Berger, Head of Global Design Management at Sennheiser, described the changes: “The characteristic ‘S’ has been enhanced to make it more eye-catching and appealing. The outline around it is less immediately noticeable, giving the letter more space to shine. Both of these elements now flow into a unified whole, for a clearer, cleaner appearance” [2]. The company stated that these “careful yet crucial changes keep the logo faithful to the roots of the company while also making it look more elegant, modern and confident” [2].
Meaning and Symbolism
Sennheiser’s new visual language draws on a theme of complementary forces in balance, presenting a harmonious dialectic between “Magic” and “Logic” that appeals to both head and heart [2]. Berger explained that images demonstrating the pride of Sennheiser’s technology-driven products are placed alongside emotional images representing the joy of a superior listening experience, reflecting the company’s ultimate goal “to create emotions through cutting-edge technology” [2].
Typography and Design
As part of the 2017 update, Sennheiser refreshed its wordmark with a narrower font style that improves legibility [2]. The German trade publication CE-Markt similarly reported that the company adopted a slimmer typeface contributing to better readability [4]. The company described the overall result as a logo that remains faithful to its roots while appearing more elegant and confident [4].
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