Last year, Elias Audio Branding ushered in a new era marked by a refined focus on Audio Identity development, an updated name (formerly Elias Music), and a comprehensive brand refresh. We’re excited to officially show you everything we’ve been working on behind the scenes!
Why the new name?
Over the last 40 years, Elias has created some of culture’s most cherished audio Mnemonics – Farmers Insurance, Liberty Mutual, and Yahoo, among many others. With the support of our parent company, Universal Production Music (UPM), we are now able to dedicate even more of our energy to what we do best – Audio Branding. While we still compose original music for commercials, our main focus is on developing 360º Audio Identities: comprehensive audio systems that promote brand recall and emotional connection for our clients across all of their channels. Searches and licensing of Elias catalog tracks are now handled via our teammates at UPM.
The rebrand
With the new name, it was time for a new look and feel. In collaboration with creative partners Sibling Rivalry and Tribes Digital, we embarked on a comprehensive rebranding effort, resulting in a fresh visual identity and website.
Sibling Rivalry, a renowned hybrid brand studio and film production company, led the creation of our new immersive visual identity. The branding system embodies Elias’ dynamism in every aspect – experimental, aspirational, and innovative yet sophisticated, accessible, and grounded in humanity.
The branding system is highlighted by a bold, distinctive wordmark. Merging angular and curved shapes, the logo creates a sense of “creativity within bounds,” representative of our approach to craft. The overall visual identity features a vibrant color palette and confident typographic styles, evoking a timeless yet contemporary visual feel that showcases Elias’s enthusiastic personality.
Overall, the update supports our renewed brand voice – passionate, playful, expressive, forward, and unified – and reflects our positioning as both a legacy brand and a boutique agency within the broader Universal Music Group ecosystem.
We invite you to explore the new Elias on our site and read more about the rebrand from Sibling Rivalry.