Bluetooth
Creating a better world through connection
Billions of devices. Myriad applications. Bluetooth is universal. It’s one of the best-known and most trusted brands on the planet.
Like the people and industries it serves, Bluetooth technology is constantly changing—evolving, improving, reaching out in new ways.
The Bluetooth SIG is the global standards organization that defines, documents and protects Bluetooth technology. Thousands of device manufacturers are members of the organization, with many taking an active role in advancing the Bluetooth standard.
Long associated with consumer devices and audio, Bluetooth technology is now found in unexpected places: building systems, locator tags, medical devices, retail and industrial settings. It’s a whole new world, and that calls for a new story.
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 refreshed brand required a new strategy, collaboratively crafted with great care. It marked a shift from a focus on features and functionality to an experience-driven brand able to speak to consumers and commercial users alike.
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 this essential connection, the world can be made better.
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 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.
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.
