Dante is undergoing a significant transformation, shifting its focus from being a renowned audio networking technology to a brand, simplifying the audio and video industry. In addition, Dante is also transitioning from communicating as a manufacturer-centric ingredient product, emphasizing on the experience of the end customer. While the customers want Dante to continue its legacy of engineering and sophistication, they also desire a more approachable and friendly brand. They expect Dante to continue innovating while staying loyal and connected to all its customers as it grows.

As the brand shifted its focus to customer experience, it needed to define a new purpose that encapsulated the benefits of its technology. The result "to simplify AV so that anyone can be seen and heard" became the new guiding light of the brand. Dante also has a playful side that was previously hidden, which, combined with the company's professional expertise, became the new brand personality.

Based on the new brand strategy, the tagline "One Connection. Endless Possibilities" was formulated. The hero element of the brand became the new symbol that communicates the new tagline. Additionally, a bespoke typeface projected the brand in a more playfully professional direction. It also became the foundation for the evolved wordmark and together with the updated colour palette it better reflects the new brand positioning. Overall, the new brand identity moves Dante to a customer-centric brand, simplifying AV connectivity so that anyone can be seen and heard.