# SiriusXM new logo (2023)

> SiriusXM launched a new logo in Nov 2023, designed by Uncommon Creative Studio. New logo and identity.

## Key facts

- Brand: SiriusXM
- Launched: Nov 2023
- Studio: Uncommon Creative Studio
- What changed: New logo and identity.
- Why: SiriusXM rebranded to grow beyond its satellite-radio roots and attract younger listeners as audio competition intensified.
- Industry: Streaming
- Logos: https://rebrandlog.com/logos/siriusxm-2023/before.svg (before), https://rebrandlog.com/logos/siriusxm-2023/after.svg (after)

## The rebrand, explained

SiriusXM wanted to grow beyond its satellite-radio roots and attract younger listeners as audio competition intensified, without abandoning its brand, chief growth officer Suzi Watford told Marketing Brew. On 8 November 2023, at its Next Generation industry and press preview, it revealed a new logo, colour palette and mascot alongside a new streaming app and a cheaper $9.99 streaming plan, Variety reported.

Uncommon Creative Studio founder Nils Leonard said his team was asked to help the company matter to people again. Research and stakeholder talks led to an idea of proximity to the things you love, which Leonard called the antidote to Spotify's Discover Weekly: not more stuff, but closer to an artist's songwriting, influences and tours. The platform was named Closer.

Since the Sirius and XM merger, the logo had shown sound waves either side of the name. Because Spotify's logo also uses sound waves, Leonard said swapping them for a star was a no-brainer. The star sits at the centre of the S and represents Sirius, the brightest star in the night sky, a nod to satellite roots. The blue, black and white come from how Sirius looks from Earth, while a secondary 'firepower' palette reflects how stars change colour and heat over their lives. Sirius, the Dog Star, also brought back the dog from the pre-merger Sirius logo, modernised and named Stella. She is not part of the logo but appears in the app and on merchandise; Watford compared her to what Mickey is to Disney. A merchandise store launched the same day.

The new app went live in December, with one of the company's biggest marketing pushes planned for 2024.

Variety placed the new logo inside a bigger pitch made at The Shed in Hudson Yards: a redesigned streaming app with a lean back, discovery first experience, a cheaper $9.99 streaming plan, and guest DJ takeovers from more than 160 artists. Kelly Clarkson performed. The intent was to grow beyond satellite radio's roots, and the identity's job was to make SiriusXM read as a streaming service rather than something bundled with a new car.

Dropping the sound waves was overdue; they said radio and nothing else. The star is a neat, ownable idea with a real story. The revived dog is the charming part, and the smartest: it is heritage people actually remember.

In short: A star in the S, and the dog is back.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_siriusxm_by_uncommon.php
- https://variety.com/2023/digital/news/siriusxm-unveils-streaming-app-logo-rebrand-1235784367/
- https://www.marketingbrew.com/stories/2023/12/11/behind-the-scenes-of-siriusxm-rebrand

## Cite this

Rebrand Log, "SiriusXM new logo (2023)", https://rebrandlog.com/rebrand/siriusxm-2023/, last updated 2026-10-20.