ARCAM Brand Refresh Inspires New Product Design, Attracts New Customers

Tue 03 Oct 2023 | News

ARCAM Brand Refresh Inspires  New Product Design, Attracts New Customers

Iconic British audio brand invites listeners to “Be The Centre Of The Music” with a new look and feel to lead its product development and industrial design into the future while advancing innovation and expanding to new customer opportunities

CAMBRIDGESHIRE, U.K., 03 October 2023 – HARMAN Luxury Audio Group introduces new branding for ARCAM that is created to lead its product development and industrial design into the future with three key tenants: amazing sound, British heritage and luxury within reach. The branding was revealed to customers and the media at an event today at The Vinyl Factory in London for the launch of the ARCAM Radia Series, a new family of luxury audio products including the ARCAM A5/A15/A25 Integrated Amplifiers, the ARCAM CD5 CD Player, and the ARCAM ST5 High-Resolution Streamer. 

As a storied British audio brand founded in Cambridge, UK, in 1976, ARCAM will continue developing for high-end audio aficionados, and music creators with a discerning sense of quality.  However, the industrial design aesthetic was created to also appeal to a new and younger segment of customers with a more affordable, sleek and attractive design without compromising on advances in audio innovation for future products.   

“There is a third core customer where we see an opportunity, and that’s younger audio enthusiasts who are ready to elevate their sound systems by making investments in high-end systems but are more budget conscience, or as we say, luxury within reach,” said Tim Giblin, Director of Global Marketing, HARMAN Portfolio Brands. “With an aspirational call to ‘Be The Centre Of The Music’ we are having our customers identify with a brand that is forward thinking not only in styling, but in the sound innovation that has made ARCAM a top brand in luxury audio for nearly fifty years.”  

The main design feature for the ARCAM rebranding is the introduction of Radia Yellow chosen for its contemporary look, its differentiation in the audio industry and its universal appeal. Radia Yellow is incorporated throughout the five new Radia Series products. 

“Radia Yellow was chosen and so named for ARCAM because it speaks to everyone, everywhere,” said Jason Gokavi, Principal Designer at Huemen, HARMAN International’s in-house design firm, who worked with the HARMAN Luxury Audio product development team in the industrial design of the Radia products. “Music is energy and we wanted to hint at that energy by infusing the brand  with a vibrant yellow that will be used throughout the product design and marketing assets going forward.” 

The rebranding and product design doesn’t stop at the use of color. Made to be displayed out in the open and blend into a listening environment, there are also subtle design features made to be discovered and to enhance the performance of the product. 

“While we wanted to retain a familiarity with how the product looks from afar, the magic is in discovering design details as you get closer to it, especially elements that are a nod to the rich British heritage of ARCAM,” said Gokavi.

Discover ARCAM's new Radia Series

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