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London Autex Showroom. 67 Old St, London EC1V 9AJ
Autex Acoustics has always had a product first approach. Over the past 50 years, the Autex Acoustics team has been designing and manufacturing innovative textiles for the built environment—investing time and energy into developing industry leading products, and paying little mind to the brand’s visual identity. While every acoustic product reflected the bold, innovative spirit of the founders, the branding was stuck in the past. The flat, corporate blue and dated logo felt out of place for a company committed to creativity and contemporary design.
To reimagine the brand, Autex Acoustics partnered with Marx Design. Creating the new identity meant giving the brand a cohesive visual narrative. The brand colours were refined, with two primary colours—black and white—chosen to create space for the product’s colours, textures, and sculptural form to shine through the photography. The simple, timeless palette also ensures the brand will remain aesthetically relevant.
In line with the colour update, the brand’s logo and typeface were given new life. The new logo depicts two modular acoustic panels leaning gently on one another to form an abstract ‘A’ shape. RM Neue was chosen as the new font— a clean, timeless typeface that is legible at all sizes.
The modular panel silhouette was also used to create bold, graphic patterns that represent both the product and its function— visually referencing acoustic panels and sound waves.
When applied to the Autex Acoustics website, collateral, packaging, advertising, and digital presence, the new brand identity juxtaposes simple elements and a refined palette with bold, textural landscapes and dramatic architectural storytelling— highlighting the beauty of acoustic design and the spaces it inhabits. Breathing new life into the brand brings it in line with the innovative product design that Autex Acoustics is known for, and reflects an understanding of the trends, tastes and sensibilities favoured by the design community.
Explore the new brand for yourself at autexglobal.com
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