Poly
In 2018, Plantronics, the company known for developing the audio technology used during the first moon landing, acquired Polycom, a pioneer in video and collaboration technology. Together, the two companies had a powerful vision: to create a single brand that would deliver seamless, 360-degree communication across sound, sight, and connection.
The challenge was to merge two strong legacies into one future-facing brand—one that could express the full sensory experience of working, hearing, and seeing together at the touch of a button. Our task was to define that story, create a new name, and design a visual system that brought it all to life.
Our concept, “Human as Interface,” became the foundation of the new brand. We developed a multi-sensory design system built on layers, patterns, and expressive imagery—representing the ways Poly’s products enhance human connection. Graphic layers and motion effects echoed the flow of sound and data, while type was used dynamically across applications to reflect movement and integration.
The new name, Poly, perfectly captured the essence of the merger: a combination of Plantronics and Polycom, symbolizing unity, versatility, and collaboration. The logo took shape from that same idea—a perfect triangular form built from three interlocking “P” shapes. It represents both the merging of the two companies and a subtle “play” button, signaling Poly’s forward motion into new technology.
The brand came to life in 2019, just months after the project wrapped. It successfully unified the products, messaging, and experience under one cohesive identity—setting a new standard for communication and collaboration. The rebrand also earned recognition at the 2019 North America Transform Awards, winning Bronze for Best Visual Identity in Technology, Media & Telecoms and Silver for Best Corporate Rebrand Following a Merger or Acquisition.
As a personal highlight, the Poly logo made its way onto the Red Bull F1 paddock—marking a full-circle moment for a brand built to connect people across every distance, from conference rooms to racetracks around the world.
With new products joining the Plantronics portfolio, the company needed a clearer way to organize and communicate its offerings. This challenge guided our design exploration—we needed to visualize a truly multi-sensory brand that could encompass sound, sight, and human connection all at once.
Creative research
We began by studying not just tech competitors but also brands outside the category. This broader lens helped us move beyond the expected, introducing the team to the concept of a living brand—one that could flex, grow, and adapt as technology evolved.Looking into other worlds
To bring this to life, we drew inspiration from a wide range of sources—from fashion and science to the geometry found in nature—all pointing toward themes of connection and seamless integration. We also hosted a workshop with Plantronics’ product creative director to dive deeper into how form, technology, and the human experience inform one another. His philosophy helped reinforce the balance we were after: engineering precision with an organic, human touch.
Pushing the boundaries
Our team then pushed the concept further through motion and experimentation. We explored ways to visualize sensory overlap—how sound might look or how movement could convey collaboration. Designer Kruti led a series of motion tests called Poly Pixels, exploring how the brand could express itself dynamically across screens and environments. These explorations became key in shaping the identity’s expressive, multi-sensory character.
Design with Hugo Collective, Christian Dierig, Donna Hadfield, Joseph Maruca, and animations by Paco Aguayo
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Branding