THX
Brand Identity
Print
After celebrating twenty-five years of excellence in entertainment technology, THX has established a globally recognized brand that appears in thousands of cinemas, automobiles, games, cables, and home theater equipment.
THX unveiled the new face and voice.
Design Strategy
The primary and sub-brands are designed to resonate with a wide range of audiences—including technically proficient users, studio professionals, and online gamers.
To support brand managers of varying expertise, a slide rule tool was developed as part of the design strategy. This tool, the Science to Sensation Road Map, offers clear, actionable guidance for building and sustaining the THX brand expression.
The brand message balances two core pillars:
Scientific Excellence underscores the precision and technical quality THX is known for, while Sensational Experience highlights the immersive entertainment and emotional impact the brand delivers.
Visual Identity
A visual vocabulary reflecting new growth areas for the THX brand was developed, considering the evolving customer base that ranges from technically skilled studio professionals to enthusiastic online gamers. Brand usage guidelines were created to explain how to implement the evolved THX brand signatures. These guidelines illustrate the appropriate use of specific graphic elements, photographic content, and style utilizing a “sliding rule” device.
The Science of Sensation tagline communicates deep emotional experience.
Color & Type
Color themes and gradient treatments complement the expressive visual landscape of the brand.
The Interstate typeface serves as the brand’s voice, while Sabon, known for its elegant and highly readable qualities, is ideal for body text.
Expressing Experience
Bold imagery and foundational design principles offer clear visual guidelines for a wide range of skilled designers to align with the brand.
Concept Generation
Conceptual themes were carefully curated to create a visual vocabulary encompassing colors, textures, images, and typography that communicate the new look and feel. The objective is to initiate conversations with client teams and establish a collective consensus on the brand direction outlined above.
Concept A
Concept B
Concept C
Concept D
