New Logo to be introduced at CEDIA 2012 Expo, New Web Site
and SoloCinema XTR Active Sound Bar

Baltimore, MD, September 5, 2012 – Definitive Technology announced today that it is rolling out a new brand identity, logo and positioning that complements its products and befits its reputation as the most honored company in high performance loudspeakers for discriminating sound enthusiasts.

The audio industry will get its first peek at Definitive’s new aesthetics at the company’s exhibit space, location SR3, at the CEDIA 2012 Expo (Custom Electronic Design & Installation Association), Sept. 6-8 in Indianapolis, and consumers will see the new logo on the brand’s new SoloCinema XTR Sound Bar available at audio and electronics retailers beginning this fall.

“The new brand mark is a reflection and amplification of our brand values. We create beautiful products that precisely replicate natural sound. We wanted to create an emblem we could stand behind that reflected our design values of precision, purity, and intelligent design,” said Paul DiComo, Definitive Technology Senior Vice President of Marketing and Product Development.

To hone the look and feel of Definitive Technology, the brand worked closely with the world renowned Frog Design and the DEI Global Design Center, headed by Chief Design Officer Michael DiTullo. Frog Design is an innovation firm with 12 locations around the globe and more than 1,000 designers, strategists, and engineers. The DEI Global Design Center is a multi-disciplinary design studio located in the Vista, CA office of Definitive’s corporate parent, DEI Holdings.

The company’s bold new logo and graphics package incorporates a custom font with a large capital D and period. It complements the clean, minimal design forms of Definitive products and reflects their precise performance and contemporary aesthetics.

The logo and graphics will appear on all new Definitive products and the advertising behind them. Definitive will incorporate the new look in social media channels as well as an all-new website scheduled to launch in early September.

“The new mark is but one part of the honing of the Definitive Technology image,” said DiComo. “We’ve defined colors, shapes and other graphic elements that reflect our brand’s values. As we extend our product offerings the industrial designs will follow the pure, minimal and timeless contemporary precepts that have been the hallmarks of Definitive products since the founding of our brand. We will always be where precision sound meets iconic design.”

About Definitive Technology
Definitive Technology has been committed to building superior sounding home audio and home theater loudspeakers since 1990, when the company was founded by three lifelong audiophiles and experts in speaker design, acoustics and marketing. Definitive Technology loudspeakers are among the most positively reviewed and honored high performance loudspeakers on the market. Based in Baltimore, Definitive Technology is part of the DEI Holdings family of consumer electronics brands. Audio/video specialty retailers throughout the United States and over 40 countries around the world proudly sell Definitive Technology loudspeakers. For more information and the location of your nearest Definitive retailer visit, or call us at (800) 228-7148 (USA and Canada). Outside of North America, call +1 (410) 363-7148. For more information about DEI Holdings please visit


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