Onkyo Rebrand Signals ‘Rebirth’ of Classic Audio Manufacturer

Onkyo, a manufacturer of consumer electronics since 1946, has unveiled a complete rebrand of the company image, and, in doing so, a new vision for the future. Recognizing the altered landscape of home entertainment and technology, Onkyo states it now aims to deliver innovative solutions that will captivate music, movie, and gaming enthusiasts across generations worldwide.

Onkyo’s History in the Audio Industry

Recounting the company’s history, Onkyo founder Takeshi Godai started the company from his family’s humble bicycle shop. At the time Onkyo boasts the Godai family bicycle company employed a young entrepreneurial spirit, Konosuke Matsushita as an apprentice.

In later years, Takeshi and Konosuke would cross paths again when Konosuke went on to build his own company, the Matsushita Electric Industrial Company. He hired his mentor’s son, Takeshi, who honed his skills and was eventually given charge of the speaker manufacturing factory. Later, the Matsushita Electric Industrial Company would become the consumer electronics powerhouse and worldwide household name: Panasonic.

Takeshi’s tenure at Matsushita Electric was marked by innovation and a commitment to excellence. During this period Takeshi was committed to forge his own legacy in a nation grappling with the aftermath of war drove him to start the Osaka Denki Onkyo Company in 1946. By the early 1970s, Onkyo says Takeshi had successfully improved Japanese craftsmanship, stimulated economic growth, and promoted post-war employment opportunities in a recovering nation. On the eve of its 25th anniversary, Takeshi gave his company a shorter name: Onkyo.

The company explains that “Onkyo” means “sound harmony” in Japanese. The name, the company continues, embodies a philosophy—an unwritten pact with enthusiasts and connoisseurs alike—that every product bearing the Onkyo name would exude precision, elegance, and audio accuracy.

Renewed Logo Reflects Renewed Ambitions

Supporting its research and development efforts, the company will roll out an updated Onkyo logo that it stresses demonstrates a clear beginning of Onkyo’s new era. 

The rebranded logo retains the visual equity that Onkyo has cultivated over the past 45 years, showcasing inheritance of Onkyo’s tradition and respect for its past, while updating to a more modern kerning in an intentional look forward.

The space between each letter represents a change from the past, new possibilities, and stability for the future. It also speaks to the envelopment, experience, and cinematic wide-screen space that Onkyo products create in the home. The new marketing brand typography is the sophisticated and sleek Roboto Condensed. The new brand identity reflects the company continues, its commitment to innovation.

Onkyo points out that its mission and future lies in its strength and reliability. The Onkyo brand identity and future product developments will stem from a sense of harmony and minimalism.

Onkyo Teases New Speaker Series to Christen Rebrand

In 2021, Premium Audio Company and Voxx International Corporation acquired Onkyo Home Entertainment Company as its largest shareholder, investing in its research and development in Osaka with all engineers and manufacturing in place.

In light of the rebrand Onkyo will continue to use “Powered by Onkyo” in collaborations with with its market partners, like that of PAC-owned Klipsch.

The company has also heavily stressed it will continue to work with partners outside of PAC to utilize technologies and platforms such as Dolby, dts, THX, HDMI, Wi-Fi, Bluetooth, AirPlay, Google Cast, Amazon Music, TIDAL, Deezer, Spotify, Pandora, Roon, Dirac, IMAX Enhanced, TuneIn, Works with SONOS, Qualcomm aptX HD, Savant, domotz, Elan, Crestron, AURO 3D, OvrC Pro, Luxul ProWatch, URC, Control4, and Josh ai.

According to Onkyo, the company’s passion and experience will stem from the Osaka facility, which features a team of 59 employees. Within the walls of Onkyo Headquarters, the all-new global Premium Audio Company Technology Center (PACTC) has also been established in a move that the company says will help fuel the new generation of audio products it aims to bring forward.

These new products include both a new speaker series and “advanced electronics” that will be debuting at CES 2025 in Las Vegas in January. No other information is available on the new product, with Onkyo stating it will release more info on the products during CES.