D’Addario’s new logo evolved out of our initial brand summit, as a need to bring together all six of D’Addarios businesses all under one master brand. The identity consists of both a logotype and a symbol. The logotype needed to be simple and classic in order to feel at home in marketing materials regardless of musical genre. And the symbol is the shorthand expression that the company can rally around. This mark expertly conveys the coming together of all six businesses and a nod to D’Addario’s heritage as a string maker.