EXCLUSIVE: Dana Innovations Launches Major Rebranding Effort; Sonance Reasserted — 3 Comments

  1. I commend them for tossing in the towel. To this day our company always referred to them as Sonance, only the Rep used the Dana name.
    I never understood why geography had determined the new name at the time.

    Good for them

  2. I just don’t understand why they didn’t carry over the new Sonance logo to the other new logo’s. If you want to be recognized you have to be consistent. Marketing 101. I would have put the new Sonance logo with the blue-colored inverted V under the iPort in the example of their new logo. You could still have it smaller as it’s shown, but I think that inverted V is what makes it more recognizable and identifiable. Just my humble opinion as a marketer. And yes, rebranding can be very difficult but it can be done.

    • Hi Deb,

      I get your point. But I think the answer lies in the fact that the iPort logo ITSELF mimics the design elements of the Sonance logo and it, in fact, is its own logo – distinct from Sonance. I’m pretty sure everywhere they are promoting Sonance, they will use the new logo. But actually, the logo we are talking about is the iPort logo. The focus needs to be on iPort…Sonance is there for positioning, not design.

      But I’d have to ask the designer to be sure.

      Thanks for your thoughts!


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