“In the past ten years, Pure has evolved from a relatively niche UK radio manufacturer, to an internationally recognised consumer electronics brand. To launch Pure into its next decade, we felt it was time to take the brand to the next level, building on our strengths from the past ten years but also reflecting the exciting future ahead,” says Pure Australasia Pty Ltd managing director Graeme Redman.

“We worked with leading London design agency Lambie-Nairn to come up with a distinctive and contemporary take on the Pure logo and a series of bright, colourful ‘expressions’ which will be used across everything we do. The new brand identity celebrates Pure’s classic design heritage, while illustrating the rich and vibrant content experience that our products and services deliver”, adds Graeme.

Pure was established ten years ago as part of Imagination Technologies (one of the world’s top three suppliers of semiconductor intellectual property) to showcase Imagination’s new technology areas. The Pure Evoke-1, which was the first high-volume sub £100 digital radio quickly sold out and had people queuing on London’s Oxford Street to get their hands on one, and now, over 70% of DAB digital radios are powered by Imagination’s technology.

Pure continues to effectively pioneer, drive and showcase products incorporating many of Imagination’s key technologies and focuses on designing better solutions that connect people to the things that matter to them. Its success in digital radio in the UK is now being replicated throughout Europe, Australia and North America, with over 4 million broadcast and wireless audio systems now sold.