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.
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.