Since 2018, the Sonos brand has relied on Aktiv Grotesk as its typeface, serving as a versatile workhorse for everything from marketing to package design and product branding. However, Aktiv wasn’t uniquely ours.In early 2024, we set out to create a distinctive Sonos typeface—one that could truly represent our brand. Collaborating with Dalton Maag, we customized Aktiv to enhance the geometric qualities found in the Sonos wordmark. Through multiple rounds of revisions, we identified the characters that needed to change, ultimately resulting in the creation of Sonos Grotesk—a typeface that is uniquely Sonos

Key Partners: Dalton Maag, Senior Global Director, Design Director, Brand Creative Team, Packaging & Product Teams.