Speaker Company Sonos Has An Incredibly Clever New Logo

Look at this new Sonos logo. It radiates with energy. But do you notice anything else? No? Try scrolling up and down on the page. There you go. Ingenious, right? It looks like soundwaves emit straight from its core. It's sound branding that lays down a visual beat, an effect so cool that the logo got tweeted by the Verge and went viral. And branding never goes viral—well, at least not in a good way.

Who would have thunk, it wasn't a planned optical illusion, but what the design team calls a "happy accident."