The concept of the redesign, is based on real notions of a sound wave. We chose a highly condensed font that mimics high-frequency sound waves, including a symbol that imitates sound waves in general instead of the letter 'O'. Then, we began experimenting with various words that characterize the brand with the concept of 'Sound Phase.' Phase refers to sound waves—or simply, the vibration of air. These words come closer or move further apart, naturally responding to real sound, mimicking the compression and rarefaction of air molecules.