Audinate has been known as the maker of Dante. However, over the years, as their hero product became more renowned than the parent company, Audinate needed to clarify its role within the brand hierarchy. Recently, the shift to include video alongside audio expertise has put new demands on the brand. A new vision, Pioneering the Future of AV, had already been formulated, but it needed to be accompanied by a new brand purpose and visual identity to propel the company forward.

Audinate, the parent company of Dante, is listed on the Australian Securities Exchange and requires a more defined role as the creator of products and services for exceptional AV experiences. A new brand purpose was crafted to sit alongside the vision: Everyone Should Be Seen and Heard. This purpose emphasizes, rather than hides, that Audinate has a supportive role, allowing others to shine in the spotlight. This positioning gives them more room to explore new ways of redefining AV for the future.

The new visual identity had to integrate seamlessly with the updated Dante brand identity; they share the same typeface, allowing smooth transitions between the two brands. Audinate also received a new symbol and wordmark based on the custom typeface used for both brands. This new identity allows Audinate to appear and disappear within the Dante identity as needed across various applications. With this refreshed identity, Audinate can continue its mission to redefine audio and video possibilities with the belief that everyone should be seen and heard.