Beyerdynamic CEO Edgar van Velzen presented the professional audio company’s new look at an IFA press conference, Thursday.

“Distinctive orange branding and the Y that dominates the new logo are central to the re-brand,” he said. The letter Y appears in both words in the company’s name; ‘Generation Y’ is a key target audience; and Y is the first letter of ‘your’, the word that dominates its new marketing messages.

A supplier of audio equipment to professionals since 1924, the company is now also established in the consumer marketplace and this re-branding consolidates that move.

Beyerdynamic has introduced a “record number of products” to the market at IFA this year, and with emphasis on millennials many are manufactured with wireless and portability in mind.

New at IFA is the Byrd range of in-ear headphones “for music lovers that expect the best sound, no matter where they are,” said van Velzen, adding that a highlight is the Soul Byrd, a “high- quality all-rounder that will amaze every music lover”. The earphones feature a three-button remote for iOS and Android devices, allowing for access to Siri and other digital assistants, and an integrated microphone, turning it into a high-end headset. The Beyerdynamic Blue Byrd in- ear headset is a wireless companion to the Soul Byrd and comes with ‘Mosayc sound personalisation’ which aims to tune the sound to the user’s ears after a hearing test via Beyerdynamic’s MIY app.

Hall 1.2 Stand 213