Bluetooth

Repositioning one of the world’s most impactful technology brands

Bluetooth is like air—invisible, yet essential

Bluetooth is one of the best-known and most trusted wireless technologies in the world, found in billions of devices and myriad applications. It is everywhere, and an essential part of today’s world.

The familiar Nordic rune symbol of the Bluetooth logo is instantly recognizable. What’s less well known is the global organization behind the technology—the Bluetooth SIG—working behind the scenes to protect and advance Bluetooth as a universal standard for wireless connectivity.

Tenet Partners helped put the Bluetooth SIG on a course to change that in 2025, with a multiple award-winning rebrand.

Protecting the Bluetooth brand while taking it in a new direction

When one of the world’s most iconic brands needs to go in a new direction, it creates a tough challenge: How to take something of immense value and advance it without losing what makes it great.

The need to change was driven by new uses for Bluetooth technology. Long associated with consumer devices and audio, Bluetooth technology is now found in unexpected places including building systems, locator tags, medical devices, retail and industrial settings. The world of Bluetooth has changed, and that called for a new story.

Shifting the focus of the Bluetooth brand

Working in close collaboration with the Bluetooth SIG, Tenet Partners uncovered the true meaning of Bluetooth technology: world-changing impact and empowerment for consumers, commercial users and the thousands of device manufacturers around the world that are members of the Bluetooth SIG. This change from the existing emphasis on technology features and functionality to the experiences that Bluetooth creates gave the familiar Bluetooth name and symbol a new meaning.

Connection is the Bluetooth brand’s unifying idea

As the team worked together, resonant ideas rose to the surface. That like air, Bluetooth is everywhere—invisible, yet something that connects and strengthens us all. That through the essential connection that Bluetooth technology provides, the world can be made better.

Creating a new atmosphere for Bluetooth

These ideas were the inspiration for what was to follow: a powerfully evocative and flexible visual and verbal identity, with atmospheric and connective elements unlike anything Bluetooth had seen before.

The brand’s feel and tone also shifted, from a functional and engineering-oriented expression towards a higher-order, more experiential one that casts Bluetooth in a whole new light.

A re-energized Bluetooth, ready for the future

The new Bluetooth is a launching point that brings fresh energy to the brand to energize and guide SIG members, staff, and the entire Bluetooth community—together, creating a better world through connection.