BTL Brands Unveils New Logo for Engström Amplifiers
Branding consultancy BTL Brands has refreshed the logo and identity of high-end amplifiers brand, Engström.
Founded by industrial designer Timo Engström and engineer Lars Engström back in 2008,
the Scandinavian brand produces music equipment that is aimed at the luxury, premium end of the market – some of their products can cost up to €0.25m!
With the new look, BTL Brands says it pushed the focus onto the ‘weight’ and ‘solidity’ of the ‘hand-built’ products and the ‘pure’ sound that they make.
“It was very clear when we took this job on that in the high-end world of hi-fis, brands don’t talk up their provenance, only their products. We were amazed at the incredibly high prices and high quality of the different hi-fi products on offer in relation to the incredibly low quality of branding, communication and digital,” explains Stu Lewin, founder of BTL Brands. “For Engström, we needed to take a real leap with them to make this quality brand sing and do their products justice. What we’ve achieved is a brand identity and look that depicts Scandinavian minimalism with the sharp engineering that pumps through it.”
As part of the rebranding, the agency also made the controversial move of deleting one of the Engström names, as the original brand was known as Engström & Engström, named after uncle and nephew founders, Timo and Lars.
The designers then took the ‘E’ of Engstrom and rotated it 90 degrees to create what they claim is a stylised crown icon, and which they further assert reflects the crown featured on the Swedish coat of arms.