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Altec Lansing Unveils New Brand and Design Identity


New Logo, Website and Fall Collection Pay Tribute to Company’s Legacy of Stereo Innovation

MILFORD, PA . – Altec Lansing, a division of Plantronics, Inc., today launched a major re-branding program designed to communicate the company’s unique and rich history of groundbreaking audio innovation. The new brand identity, developed by the internal Industrial Design team of Plantronics and Altec Lansing, includes a new logo, re-designed website and premium product collection to celebrate the company’s technical leadership and commitment to professional, high-performance sound.

“In looking at ways to make our brand stand apart from the pack, we found ourselves continuously looking at past products as a way to communicate the high level of performance that Altec Lansing delivers,” said Darrin Caddes, vice president of Industrial Design for Plantronics. “What we learned was that we didn’t really need to reinvent the brand – but ‘reset’ it – because from its inception our objective has always been to deliver the best possible acoustic performance within the realm of personal stereo equipment.”

The campaign kicks off with a new corporate logo designed as a tip of the hat to the lines of the multi-cellular horn, an iconic Altec Lansing speaker architecture that has influenced professional speaker system design for over 50 years. Also drawing technical and aesthetic inspiration from the company’s 70-year product history is the Company’s new 2008 collection featuring four personal audio speaker systems – the first ever 2.2 PC speaker system, a new “Works with iPhone” audio docking system, a new iPod/MP3 clock radio system, and a highly portable single-driver speaker for use with mobile phones, MP3 players and laptop computers.

Altec Lansing will also launch its web site re-design on September 10, 2008. To view visit:

“Altec Lansing’s 70-year legacy of professional grade audio technology has enormous equity among audio experts” said Vicki Marion, president Altec Lansing. “But we acknowledge that the brand and design DNA needed modernization to compete in an increasingly commoditized consumer electronics market. With this new performance-inspired look we expect consumers all over the world to immediately recognize the incredible influence that Altec Lansing’s expertise and passion for sound has had on the audio technology industry.”

An Abbreviated Timeline of Altec Lansing Audio Innovation:

1927: The Jazz Singer

In 1927, motion picture sound is introduced with the release of the first ‘talkie’ film, “The Jazz Singer.” Engineers at Western Electric, who would later go on to form Altec Lansing, developed the technology behind this landmark innovation.

1948: The First Hi-Fi System for the Home

Altec Lansing introduced the first “high-fidelity” sound equipment specifically designed for home – the Altec High Fidelity Tuner (AM/FM), model #101.

1953: Altec Lansing Becomes the “Voice of the Theater”

After competitive tests, the Altec Lansing “Voice of the Theatre” becomes the only motion picture speaker system approved by the Research Council of the Academy of Motion Picture Arts and Science. The “Voice of the Theatre” speaker system becomes the worldwide standard.

1967: Broadcast and Recording

Altec Lansing creates the recording industry’s first modular, solid-state broadcast and recording console – model #9200A.

1990: The First PC Speakers

Altec Lansing introduces the first PC audio speaker system, the ACS200/300.

2003: The First “Made for iPod” MP3 Audio Docking System

Altec Lansing is credited with creating the first docking audio product with the launch of the inMotion1.

January 2008: The First “Works With iPhone” Audio Docking System

In January 2008, on the heels of the introduction of the iPhone, Altec Lansing delivers the first audio docking system to receive “Works with iPhone” certification.

September 2008: The First 2.2 PC Speaker System

Altec Lansing boasts another audio ‘first’ with the introduction of the industry’s first-ever 2.2 desktop speaker system – a powerful two-piece PC speaker set housing dual down-firing, radiating subwoofers built into each base for superb audio performance.

Fall 2008 Audio Portfolio

For more information on the new Fall 2008 personal audio collection from Altec Lansing, visit:


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