Bose Professional has previewed a new global brand identity, 802 Labs, ahead of a phased transition beginning in February 2027.
The company said customers and partners can expect continuity across products, support, service and business relationships during the transition. Bose Professional will work with channel partners, affiliates and customers ahead of the full rollout to support the move to the new identity.
The 802 Labs name references the original Bose 802 loudspeaker, launched in 1978, and the company’s engineering and development heritage.
John Maier, CEO of Bose Professional, said: “The original 802 loudspeaker changed the professional AV market when it launched in 1978 by bringing system-level thinking to sound reinforcement. And ‘Labs’ reflects the experimentation, curiosity, and engineering discipline that have shaped Bose Professional from the start.”
Bose Professional became an independent company in 2023 and said it has since rebuilt the organisation around the needs of integrators and system designers. The company has expanded engineering teams, added marketing, sales and global systems capabilities, and increased focus on product development.
Over the past three years, Bose Professional has launched more than 25 products, including EdgeMax and DesignMax Luna loudspeakers and the Veritas smart mixer amplifier. It has also opened more than a dozen offices and experience centres worldwide, including its new headquarters in Boston.
The rebrand will be introduced in phases, with an early look at the new identity available online at 802Labs.com and at the 802 Labs Lounge during InfoComm 2026 in Las Vegas.
No operational changes are expected to take effect until early 2027.
Maier added: “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. As 802 Labs, our purpose is simple: make great sound effortless.”