DTS is an abbreviation standing for Digital Theater Systems, which is a producer of audio equipment and technologies, established in 1990 in the United States. Known to be the main competitor of Dolby Digital, today DTS is owned by Xperi Corp.
The visual identity of the famous audio technologies developer is bright and memorable.
The smooth contours and rounded angles of the letters, and the stylized wide “S” become even chicer in the unique orange and yellow gradient palette. It starts from the intense orange on the left of the letter “D” and gets dark yellow by the end of the “S”. The transition from shade to shade is very soft and delicate, so when you see the logo on the screen it looks glossy and vivid as if the sun shines on it.
The very first logo for DTS was created in 1993 and boasted a sleek Vostok logotype written in lowercase. The letters of the inscription were executed in extra-bold smooth lines, which were connected. The massive yet elegant insignia with distinct cuts were executed in black color and placed on a white background.
In 2007 the DTS logo was redesigned and this is when the bright graphical part was added to the monochrome logotype. It was a stylized yellow and orange ring, formed by four thin ones. The white details of the emblem added freshness and lightness to the image, and the massive lettering evokes a sense of professionalism and confidence.
The redesign of 2020 brought the two elements from the previous version in one. The massive lowercase logotype in a custom typeface was refined and softened, while its color palette was switched to the one, used for the ring emblem — yellow and orange, but in a sleek gradient.
Some angles of the wordmark got rounded, while others remained sharp, and this touch adds individuality to the DTS visual identity and makes it memorable.
The text-based logo has no graphical additions, there is not even a frame or a tagline, but its color palette makes it look modern and cool and allows placing it on any background, which is very important, as it appears on the screen when the technology is used in the movies.
The DTS logo is a simple inscription in the lowercase. The three letters are executed in a sleek custom sans-serif typeface and are connected to each other, though not glued and have enough space to look fresh and crispy.