Harman International Industries, Inc. launched a refresh of its corporate brand, unveiling a new logo and new division names for the automotive, consumer and enterprise markets. Harman’s new logo represents the company’s mission to enable seamless, connected lifestyles for the home, car, stage and enterprise through its leading audio products, infotainment systems, software, and connected services.
With leading brands including AKG, Harman Kardon, Infinity, JBL, Lexicon, Mark Levinson, Revel, Studer, Soundcraft, Crown, dbx, Digitech, BSS, Martin, and AMX (among others), managing Harman’s corporate image is not an easy task. Those well known brands will always overshadow the company’s corporate branding. Even the fact that Harman as long distanced itself from JBL’s dominant orange color was probably not an easy decision. With the recent acquisition of Martin and AMX - both of which had very strong brands and positive perception in their respective markets - that task become even more complex
Still, to better reflect the evolution of the business and the markets Harman serves, apart from a new redesigned logo, the company decided to update its division names. The Infotainment division will now be known as Connected Car; Professional becomes Professional Solutions; Lifestyle becomes Lifestyle Audio; and Redbend, Symphony Teleca and Harman Automotive Services are now within a fourth division: Connected Services. “The evolution of our brand identity showcases Harman as a powerful, proven and progressive technology company at the center of a connected and ever-changing world”
“For nearly 70 years, Harman and its iconic brands have delivered innovative products and technologies for homes, automobiles, recording studios and venues across the world, growing from an audio pioneer into a broader connected technology partner. With a legacy of designing industry first audio technologies, the company expanded its presence in the car by becoming a leader in automotive infotainment, developing some of the earliest technologies for navigation, connectivity and safety and security solutions. Today, Harman is the partner of choice for global auto manufacturers with a presence in 80 percent of the luxury cars on the road and supplying nine of the top 15 automakers. In 2015, recognising the increasing role of software and services in the markets it served, Harman expanded its capabilities around cloud, mobility and analytics with the recent acquisitions of Symphony Teleca and Redbend, the emerging de fact standard for over-the-air (OTA) updates and an essential part of cyber security solutions. With these additions, Harman transformed itself into a connected technologies company poised to leverage the Internet of Things,” states Harman’s announcement.“The evolution of our brand identity showcases Harman as a powerful, proven and progressive technology company at the center of a connected and ever-changing world,” said Dinesh C. Paliwal, Chairman, President and Chief Executive Officer of Harman. “Our products and services are engineering the connections between people and all of the life experiences that surround them. The reinvention of our logo symbolises the ever-evolving spirit of our Company and our commitment to innovating brilliant solutions that truly integrate our connected lifestyle.”
In conjunction with the launch of its new logo, Harman has introduced the new tagline “Expect Brilliance,” representing the company’s elevation beyond award-winning audio and automotive supplier, to ”a complete technology provider for seamless living,” explains the company.
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