Pure has just unveiled a new brand identity to celebrate its 10th anniversary on the market, with a redesigned logo and colourful packaging.

While the company is stil fairly young in the Australian market, Pure was established 10 years ago as a part of Imagination Technologies. The Pure Evoke-1 was the first high volume sub £100 digital radio on the market and quickly sold out at launch. Today, over 70 per cent of DAB digital radios are powered by Imagination’s technology.

Pure Australasia managing director, Graeme Redman, commented on the new look branding.

“In the past ten years, Pure has evolved from a relatively niche UK radio manufacturer, to an internationally recognised consumer electronics brand. To launch Pure into its next decade, we felt it was time to take the brand to the next level, building on our strengths from the past ten years but also reflecting the exciting future ahead,” he said.

“We worked with leading London design agency Lambie-Nairn to come up with a distinctive and contemporary take on the Pure logo and a series of bright, colourful ‘expressions’ which will be used across everything we do. The new brand identity celebrates Pure’s classic design heritage, while illustrating the rich and vibrant content experience that our products and services deliver.”