Bose Professional unveiled a preview of its new global brand identity, 802 LABS, at InfoComm 2026. The company shared plans for a phased transition beginning in February 2027 and concluding in 2028. No changes will take effect until that time, giving the company time to work closely with partners and affiliates to prepare for the new identity.
The “802” name pays homage to the newly independent company’s origins and its first iconic product, the 802 loudspeaker. “LABS” symbolizes the company's commitment to engineering excellence and the spirit of curiosity that has defined the company’s culture since its inception.
John Maier, CEO, said the new name "honors where we’ve been and gives us space to build what’s next. The 802 LABS identity is personal for our team because it connects directly to our history of innovation and engineering excellence. We’re excited about this opportunity to define who we are for the future."
Since becoming an independent company in 2023, Bose Professional has rebuilt the organization around the needs of integrators and system designers. Over the past three years, the company has launched more than 25 new products and opened more than a dozen offices and experience centers worldwide, including its new headquarters in Boston.
“Building a new brand platform on a 50-year legacy gives us a chance to be clear about what sets us apart and what we stand for," Maier added. "As 802 LABS, our purpose is simple: make great sound effortless. This change is the next step in our journey, and we're already hard at work on what comes next.”
