Atmos

Atmospheric audio

  • Naming
  • Brand strategy

ATMOS is environmental. It places you at the scene and makes you swear you’re really there. The name is atmospheric for a reason. Dolby wanted to move past the linear and logical system that brought us 5.1, 7.1, and 10.1 to a system where sound could come from anywhere—just like the real world. Our job was to name that feeling.

Whitewater falling through a narrow, mossy rock gorge

What we did

We worked with Dolby’s senior leadership team in San Francisco to position and name the strategic move away from their long-standing X.1 naming architecture.

What was the deal with…

Trademark

Names were screened domestically and internationally.

The decision

We took 3 names into deep legal screening with Dolby’s trademark counsel. Atmos was the top contender at Dolby and A Hundred Monkeys.