SiriusXM Unveils Next Generation Consumer Brand

Today at SiriusXM’s Next Generation Industry and Press Preview, the Company revealed its refreshed brand platform and identity - including a new logo, master colour palette, and mascot - bringing to life the Company’s brand proposition of bringing listeners closer to what they love.

SiriusXM’s updated brand accompanies the unveiling of the Company’s next generation Streaming app, new pricing, exciting original programming, and more, all aimed at welcoming new listeners to go deeper into what they love with SiriusXM.

A New Identity Leveraging the Brand's Origin Story

The star fuelled identity builds upon SiriusXM’s rich history, originally named after the brightest star. The new identity boldly takes the brand’s connection to the stars and its satellites as the core inspiration for its refreshed look and feel.

The new SiriusXM logo takes inspiration from this, putting a star at the centre of its iconic 'S' to represent Sirius, the 'Dog Star.'

The star also harkens back to the brand’s origins as well as gives a nod to the service’s consumer value proposition, bringing subscribers closer to the artists, hosts, celebrities, journalists, newsmakers, and personalities they love. Interwoven into the new logo is this concept of 'Closer' - a refreshed brand platform that aligns with the heart and soul of the SiriusXM brand.

SiriusXM’s updated logo and branding come with a new colour system, born of the Company’s name and star, Sirius, the brightest in Earth’s night sky.

The blue, black and white logo colours reflect those that can be seen when observing the Sirius constellation from Earth. The brand’s secondary colour palette, the firepower colours, reflects how stars vary in colour and heat during their life cycle.

Welcoming a New Brand Character

Adding to the brand evolution’s perfect mix of past, present, and future, SiriusXM is honouring its history by taking inspiration from the classic Sirius logo and reintroducing its mascot, a next generation puppy affectionately named 'Stella.'

Stella will appear in surprising ways throughout the entire brand experience - watch this space…

“We’re thrilled to introduce the world to the new SiriusXM brand, which brings to life the best of what we have to offer and welcomes in a new generation of listeners while staying true to our roots,” said Suzi Watford, SVP, chief growth officer at SiriusXM. “Our new brand platform, Closer, showcases the unique nature of our offering, giving true fans a space to go deeper into what they love.”

Nils Leonard, co-founder at Uncommon Creative Studio added, “We created Uncommon for brands in a moment of change. SiriusXM came to us in that moment - with a brief to redefine their purpose and place in the world. We wanted to build a brand where every part of the experience was a chance for fame, reappraisal and a new energy.

Drawing our design principles from the very place that the brand was born, the stars, has informed a bold new direction. This is just the start. This ambitious partnership is perfectly placed to get the US to look again at one of its most loved audio entertainment companies.”

A New Brand Icon that Can Encompass Every Star on the Platform

Alongside the new branding, the Company will be launching a new store, encouraging SiriusXM fans to rep their passion with pride. The online shopping destination launches today and is anticipated to grow in 2024 to offer limited releases, host favourites, signed items, and more. To check out all the gear available, visit here.  

Just the Beginning for the New Brand Identity

The founding client of Uncommon Creative Studio’s newly-opened New York office, SiriusXM worked closely with the leading creative agency to create a strategic brand platform and creative vision that is inviting to both current and future subscribers, aligning with the Company’s vision to shape the future of audio, where everyone is effortlessly connected to the voices, stories, and music they love.

Uncommon will continue to be a key collaborator with the SiriusXM brand as it looks to launch its first creative campaign around the upcoming holiday season, with more to come in 2024.