Dyson is a British technology brand, manufacturing such household appliances as vacuum cleaners, air purifiers, heaters and hand dryers. It was founded by Sir James Dyson in 1991. Dyson is one of the best examples of a memorable British brand.
Incredibly popular around the world, the Dyson brand is known for its inventions and high-tech appliances. The company sells more than 13 million units a year, and Dyson has a customer base of more than 67 million people around the world. Thus, according to surveys, Dyson vacuum cleaners are now in every third British family. The design and quality of products developed and manufactured by this company are so high and futuristic that one would think that the formation of the brand happened only yesterday if not today. However, Dyson is a company with a history.
The founder of the brand, inventor Sir James Dyson, was born in England in 1947, and after leaving school he went to the Royal College of Art, where he studied interior design. After Dyson entered engineering school, because his dream was always to invent things that would beautify and simplify people’s daily lives. For example, in 1974 James Dyson invented a wheelbarrow with a plastic body and a ball instead of a wheel, which helped the wheelbarrow not to dig into the ground. But one day the inventor’s inquisitive eye fell on vacuum cleaners.
Dyson decided to create a vacuum cleaner without a cloth bag but with greater suction power. The result was a new invention that worked on the principle of an industrial cyclone plant. Despite the innovative design, everything was not so smooth with the financing of the invention. It was not until 1986 that Dyson was able to sign a contract with the Japanese company Apex, and immediately released the first vacuum cleaner, which was called G-Force.
With the proceeds from the contract, Dyson founded his own company. And after receiving a loan, James Dyson started his own production in 1993. Dyson vacuum cleaners have become incredibly popular all over the world and today they have no equal in the market. Already in 2000, the company launched something new: a washing machine; and a year later, smart glasses. Thus began the brand’s rich and interesting foray into modern home technology.
Today, the company’s engineers are constantly working to create new products that could simplify people’s lives. Dyson inventors work all over the world, regularly coming up with new prototypes of equipment. Dyson’s research centers are located all over the world, with the largest ones in Singapore, Mexico, and the UK.
The brand name, Dyson, was printed using a bold sans-serif custom typeface. Each letter was formed by two or more disconnected strokes. Each stroke consisted of three closely spaced black lines. This font made an association with airflow or several systems that the air is being filtered through. The name was accompanied by two additional lines. The upper had “dual cyclone” printed in bold, sans-serif, lowercase letters, while the lower line said “Technology” using a finer font and all uppercase letters. It was a perfect way to let the consumers know what features set the brand apart from its competitors.
Dyson has transformed a simple and overlooked household product into a beacon for design aesthetics. The Dyson brand has become one of the most well-known companies in British history. A true household name.
In 1978, James Dyson was sick and tired of his useless old vacuum cleaner. Inspired by the technology used in a local sawmill, he decided he was going to build something new — a bagless cleaner with the power to change the world. He ended up making 5,127 different prototypes before settling on a design that would spark the birth of the Dyson brand.
The Dyson logo is an example of contemporary design – monochrome, simple and stylish. Dyson has a powerful visual image of its bright colored products, which works effectively with such a strict black and white logo.
The sans-serif typography makes Dyson appear simple and friendly, while the black and white coloring creates an innovative and timeless appeal.
Technically the font is known as “Dyson Sans” and it is a custom font for internal use only. It is used – in-house – exclusively for technology naming and product family names, not for general use.
The Dyson logo has a personal voice, which is clever and innovative, it fully reflects the brands values: creativity, functionality, luxury, and reliability. It is very modern and inspiring in its simplicity and perfect form.