Toneoptic Brand Strategy, Naming, And Brand Identity Design

CRAFTING THE TONEOPTIC BRAND

This is Fabian Geyrhalter's push into a new industry with the Toneoptic brand, which he founded in 2022.

Storing vinyl records (usually done sideways) is counter-intuitive to how we like to select records (which is cover-forward). For the past 70+ years, the mechanical aspect of record storage has been left untouched whilst many cosmetic design changes flooded the marketplace. It was time to rethink vinyl record storage at the roots level and make it intuitive to the way we like to experience the medium.

The Toneoptic rpm allows one to store records sideways while easily finding - or re-discovering - records by flipping through them.

The name Toneoptic is a blend of sound and vision, so music and design, thereby explaining the sole purpose of the brand while also making it sound like an established player in the industry.

The type treatment features a perfectly symmetrical letter 'O', a nod to a record and the rotating device that the product is built on, centered within the wordmark, the heart of Toneoptic. Gold and black became the brand colors to showcase the brand's personality of being a seducer, while also hinting at 'black gold' - another way to describe vinyl records.

The Toneoptic I0O icon mimics the rotation records make when showcased and activated in the Toneoptic rpm. It is subtly engraved in the front center of the unit and serves as an indicator where to push and subsequently pull the rpm to start its theatrical movement to reveal your 'on rotation' records.